The Process
Advertisers want to reach as many consumers as efficiently as possible. This requires an understanding of how customers' minds work.
Behavioral targeting is the most common targeting method used online. Behavioral targeting works by anonymously monitoring and tracking the content read and sites visited by a user or IP when that user surfs on the Internet. This is done by serving tracking codes. Sites visited, content viewed, and length of visit are databased to predict an online behavioral pattern. A further refinement to behavioral targeting is Predictive Behavioral Targeting, where machine learning algorithms overlay behavioral patterns with sampled data, to create data-rich predicted profiles for every user.
Alternatives to behavioral advertising include audience targeting, contextual targeting, and psychographic targeting.
Read more about this topic: Targeted Advertising
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