Available in all platformBehavioral Targeting
What is behavioral targeting?
Behavioral Targeting is the ability to reach internet users based on the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Behavioral-based communication is exactly what online advertising should be. Being able to serve ads based on their anonymous behavior has been proven to increase click-through and conversion at impressive rates.
How does behavioral targeting work?
A user navigates to a Web site and requests a page. When the user comes, the request goes to the Web server. The Web server makes a call which evaluates the user’s cookie. Based on that segmentation scheme, the cookie is then placed into the appropriate bucket and served relevant content.
If a user enters from your home page, clicks on the laptop section and visits a few pages in that section, you know that person is interested in laptops. You know what products they looked at in the funnel. Why not show them laptop ads? So the behavioral targeting technique comes into picture.
What are the benefits of behavioral targeting?
Behavioral targeting helps to reach the right customer at the right moment with the right advertising.
- For Advertisers:
- Identify and reach qualified audiences at scale based on their behaviors
- Target relevant advertising to engaged consumers.
- Improve online advertising performance, reduce waste, and increase ROI.
- For Publishers:
- Enhance value of audience and/or inventory
- Increase Web site revenue
- Generate new revenue streams with no impact on advertising model
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