Behavioral targeting is promotion using data on user behavior. The method is based on collecting and analyzing information about people's actions on the website and their interaction with advertising on the Internet. Behavioral targeting allows for creating personalized advertising and making it relevant.
To use behavioral targeting, businesses need to collect data about users. This can be implemented using cookie files that are placed on a user's computer when they visit a website. These files collect and store information about which pages the user visited, which products they viewed, how they interacted with the site, and so on. Similar actions can also be tracked using advertising tools, such as Facebook Pixel. This is a special code that is inserted on website pages and collects information about events on the site.
Behavioral targeting is used for various types of advertising, including contextual and banner. Ads will be created based on the user's interests, which will become known after tracking their behavior on the site. After that, ads can be placed in places that best match the chosen theme. Behavioral targeting works best in conjunction with dynamic remarketing. Product ads will be created automatically based on information about user behavior and displayed to those who have already been on the site. This way, businesses can catch up with customers and work with those who are already familiar with the online store.
The main advantage of behavioral targeting is personalized promotion, which makes advertising more effective. However, behavioral targeting should be used carefully to avoid problems with the confidentiality and protection of their users' personal data. Advertisers must follow the rules of collecting and storing user data.