Behavioral targeting or behavioural targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.
Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content.
Examples of behavioural targeting in advertising targeting systems include: AdLINK 360, Avail, Boomerang, Criteo, DoubleClick, nugg.ad, prudsys and WunderLoop. These targeting systems allow two main ways of using the technology:
firstly they allow advertisers \ site owners to display different creative to different people;
secondly they allow publishers to sell inventory against specific segments of their audiences to advertisers.
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