What is behavioral targeting in online advertising?

Behavioral targeting in online advertising refers to the practice of serving ads based on users' previous online behavior. This approach relies on the collection and analysis of data regarding how users interact with websites, search engines, and social media. By understanding what users have searched for, what sites they have visited, and what content they have engaged with, advertisers can deliver more relevant ads that align with users’ interests and increasing the likelihood of conversion.

This method significantly enhances the effectiveness of advertising campaigns by focusing on the actual behavior and preferences of users rather than assumptions based on demographic data, which can be less accurate. By tailoring ads to reflect individual user behavior, advertisers can connect with potential customers in a more personalized manner, ultimately improving engagement rates and return on investment.