Target Consumers Based on Their Behavior and Tracked Interest Online.
Behavioral advertising offers several advantages for the advertiser, including an increase in user engagement, a higher number of ad click-throughs, and improved conversion rates.
What Is Behavioral Targeting?
Behavioral targeting is a marketing method that uses web user information to strengthen digital ad campaigns. The technique involves gathering data from a variety of sources about the potential customer’s online browsing and shopping behaviors. This information helps create ads that are relevant to that specific user’s habits and interests, which the publisher can then display in that visitor’s web browser.
The primary purpose is to deliver advertising messages to the behavioral target markets that have shown the most interest in them. The process involves compiling web searches, purchase histories, frequently visited websites and other information to create a full user profile, revealing what your audience wants, avoids, and purchases. Using these data points, marketers can formulate ads that align with the individual consumer’s trackable preferences and needs, without conveying messages the viewer would find unappealing or irrelevant.
Behavioral targeting works to create these personalized and profitable advertising experiences. It’s all about tracking user behaviors online and collecting pieces of data about these behaviors from “cookies.” The process often involves four steps: collect cookies, create a user profile, designate consumer groups, and share relevant data.