Behavioral Targeting – What data is collected in behavioral targeting?Back to Glossary
Behavioral targeting is a technique in advertising, whereby an ad is placed in a specific online location based on the behavior of the users who spend time at that location. This tool is primarily used by advertisers and marketing managers in order to improve the effectiveness of their ads.
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What kind of data is collected in behavioral targeting?
The data used for behavioral marketing includes the websites users visits, the amount of time they spend on each site, the links they click and the searches they make. This information is then turned into a profile through the user’s web browser. Advertisers can take the data and analyze it so that users sees an ad that is relevant to them the next time they visit a specific site.
Why is it useful?
As technology gets better, advertisers have more comprehensive and more reliable profiles of users. If there are two users, user A is interested in sports and user B is interested in music, advertisers can display relevant ads to each user’s interests when they visit a website. As a result, the website can earn increased ad spend from more user engagement with the ads, and users can see information that they want to see.
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