Behavioral targeting

Behavioral Targeting refers to the strategy of delivering advertisements to individuals based on their previous actions and patterns online. This includes a variety of behaviors such as items they’ve purchased, the websites they’ve frequented, and the terms they’ve searched for. The underlying mechanism enabling this personalized approach predominantly relies on the use of cookies, which track and store user activity, thereby facilitating the alignment of ads with the user’s demonstrated interests and behaviors. This targeted approach increases the likelihood of user engagement with the ads, as they are more relevant to the user’s recent online interactions.