Behavioral targeting uses user actions and online behavior to personalize ads.
NOIR & BLANCO COMMUNITY
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Behavioral targeting is a digital advertising strategy that uses information about users’ online activities and behaviors to show them more relevant advertisements. These activities may include pages visited, products viewed, searches performed, purchases made, and interactions with ads, subject to applicable privacy requirements and platform policies.
Key aspects of behavioral targeting:
Browsing behavior: Uses signals about pages or content users have viewed to help determine relevant ads.
Purchase history: May target existing customers with related products or suitable offers.
Website interactions: Can help reach users who viewed products, added items to their cart, or started checkout.
Interest-based targeting: Uses permitted behavioral signals to identify users who may be interested in particular products or services.
Remarketing: Shows ads to eligible previous website visitors or customers.
Personalized advertising: Helps tailor ad messages, product recommendations, and offers to user interests.
Privacy compliance: Must respect applicable consent requirements, data protection laws, platform policies, and restrictions on sensitive information.
Example:
Suppose a customer visits a Shopify jewellery store, views several diamond rings, and leaves without purchasing. The store may use an eligible remarketing campaign to show that customer advertisements featuring those rings on a supported advertising platform.
Behavioral targeting vs. contextual targeting
Behavioral targeting: Uses permitted signals about a user’s activities or interests.
Contextual targeting: Selects ads based on the content of the webpage, app, or video where the ad appears.
Why is behavioral targeting important?
It can improve ad relevance, support remarketing, increase conversion opportunities, and help advertisers allocate budgets toward audiences more likely to be interested in their offerings.
In short: Behavioral targeting uses permitted information about users’ online activities to deliver more relevant advertisements and improve campaign performance.