Behavioral Targeting

Behavioral Targeting is an advertising technique that uses data about an individual's past online activities – such as pages visited, searches conducted, links clicked, products purchased, and content viewed – to deliver more relevant advertisements. By tracking user behavior, often through Cookies and other tracking technologies, advertisers can create Audience Segments based on interests and intents, and then serve ads that are more likely to appeal to those specific users. Ad Retargeting / Remarketing is a common form of behavioral targeting. While effective, it also raises privacy concerns, leading to increased regulation and user control options.