Behavioral Targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.

Behavioral targeting allows through information collected on an individual’s web-browsing behavior, such as pages they have listed or the searches they have made, to select which advertisements to display to the individual.

Behavioral targeting helps deliver online advertisements to people who will be the most interested in them. Behavioral data can also be combined with other user information such as purchase history to create a more complete user profile.

When a user visits a website a cookie is placed onto the computer. The cookie has details about your visit that help separate you into a specific group. Fromm that point, websites that us behavioral targeting will only show you information that is relevant to you.

Is behavioral targeting the right option for your campaign? Let’s explore the options together.

Most of the largest online retailers and social-media sites already use behavioral marketing technique—as do the companies that purchase ads from those sites.

Related Article: Channel Targeting

However, behavioral marketing isn’t only used purely to “sell you stuff.” By targeting ads to specific needs, companies can also provide goods and services that will not only fill consumer closets, but improve their quality of life. For example, a pharmaceutical company can create and implement advertising that encourages people to use and continue taking a new cancer or hyperactivity drug.

Because behavioral marketing is extremely targeted, this strategy doesn’t work as well with products that appeal to a more general audience.

Additionally, because of the data being used, privacy issues—and legislation to address those issues—will affect the approaches used by marketers going forward. However, when used properly, behavioral targeting can be a very effective way to reach the right customers with the right products and services.

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