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Behavioral Targeting Definition
Behavioral targeting is an advertising strategy that uses data from users’ online activities, such as website visits, searches, and content consumption, to display highly relevant ads. It increases the likelihood of engagement by aligning ads with user interests and intent.
How Behavioral Targeting Works
- Data is collected via cookies, tracking pixels, or device IDs.
- User behaviors (e.g., visited sites, searches, purchases) are analyzed.
- Audiences are segmented based on interests or intent signals.
- Ads are delivered to users who match desired behavioral profiles.
Example of Behavioral Targeting
A travel site retargets users who previously searched for flights with ads promoting discounted vacation packages.
Why Behavioral Targeting Matters in Advertising
- Increases relevance and personalization of ad campaigns
- Improves engagement rates and conversion potential
- Reduces wasted impressions by focusing on high-intent users
- Drives more efficient use of advertising budgets
