Behavioral targeting is a method of online advertising that delivers messages based on a user’s past actions and behavior. Instead of simply showing ads to everyone on a website, platforms track browsing history, searches, purchases, and interactions to build a profile of interests. This data helps advertisers reach people with content that is more likely to resonate.
For example, if someone visits several travel websites and searches for flights to Spain, they may start seeing ads for hotels, tours, or airlines connected to that destination. This is behavioral targeting at work. It increases relevance, since ads align with what a person has already shown interest in, and it can lead to higher conversion rates.
While powerful, behavioral targeting raises privacy concerns. Regulations such as GDPR in Europe and CCPA in California require transparency and consent for collecting user data. Advertisers must balance personalization with respect for user privacy, ensuring that targeting feels helpful rather than intrusive. When done responsibly, behavioral targeting creates a win-win: consumers see offers they care about, and businesses spend money more efficiently.
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