Behavioral Targeting

Behavioral targeting comprises a range of technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information. In particular, "behavioral targeting uses information collected from an individual's web-browsing behavior (e.g., the pages that they have visited or searched) to select advertisements to display"[1]

Benefits of Behavioral Targeting[2]
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.

Behavioral Targeting
source: Anil Batra


  1. What is Behavioral targeting Wikipedia
  2. Benefits of Behavioral targeting Blue Fountain Media

Further Reading

  • 4 Ways Behavioral Targeting Is Changing the Web Lauren Drell
  • Behind the Scenes of Behavioral Targeting Neil Patel
  • Behavioral Targeting – What is Possible vs. What is Right Mark Cameron