Behavioral Targeting

Definition:
Behavioral targeting uses data about a user’s online behavior (such as site visits, clicks, and search history) to deliver more relevant ads.

Why it matters:
This method increases engagement and conversion rates by showing users ads based on their interests and actions rather than generic criteria.

Examples:

• Retargeting someone who viewed a product

• Serving travel ads to users who browsed airline sites

• Showing SaaS content to visitors of related blogs

Best practices:

• Respect privacy laws (e.g., GDPR, CCPA)

• Use frequency limits to avoid fatigue

• Combine with contextual targeting for balance