Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual’s Web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.
The technique helps deliver online advertisements to the users who are most interested. Behavioral data can also be combined with other user information such as purchase history to create a more complete user profile.
How Does Behavioral Targeting Work?
When a user visits a website a cookie is placed onto the computer. The cookie has details about your visit that help separate you into a specific group. From that point, websites that use behavioral targeting, you only show you information that is relevant to you.
Benefits of Behavioral Targeting
Proponents of behavioral targeting believe that it is beneficial for the user and the online property. A more targeted experience will naturally be more interesting to a user and provide an improved visitor experience.
Advertisers are also able to benefit because users will be more engaged in targeted advertisements. This leads to improved click-through-rates and higher levels of interaction.