What is a key goal of behavioral targeting in digital media?

Prepare for the IAB Digital Media Sales Certification Test. Study with flashcards and multiple choice questions, each question has hints and explanations. Get ready for your exam!

Behavioral targeting focuses on delivering ads that are customized to individual users based on their previous online behavior, such as the websites they visit, the searches they perform, and the content they engage with. The primary goal is to enhance the relevance of ads for the consumer, which increases the likelihood of engagement and conversion. By utilizing past behaviors, advertisers can create more personalized experiences, making the ads feel more pertinent to the recipient. This tailored approach contrasts with less specific advertising techniques that may not resonate with the audience as effectively.

The concept of serving relevant ads based on past online behavior helps optimize the ad experience for the user while maximizing the efficiency and effectiveness of the advertising spend for the brand. Hence, the focus on relevance not only improves user satisfaction but also drives better results for advertisers.

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