Behavioral Targeting In Online Advertising
Behavioral targeting in online advertising is defined as a method which is applied by online publishers and advertisers in order to achieve more effectiveness with their online campaigns.
Behavioral targeting online advertising works in such a manner that it makes use of details collected about the users behavior of accessing internet, like the most visited web pages by the user and the searches made by them, to figure out which online ads must be display to that visitor. For example, if a visitor is known to have recently made a visit to automotive shopping sites based on clickstream analysis, then according to the behavioral targeting online advertisement, the user can be presented with those ads which are auto-related ads when he visits other, non-automotive sites.
According to the practitioners of behavioral targeting in online ads, it helps them to represent their online ads to the users who are most likely to be interested in the info contained in the ads.
Behavioral targeting in online advertising can be used on its own or in conjugation with other forms of targeting which takes into account factors such as geography, demographics or the surrounding content. The most popular illustrations of behavioral targeting in online ads mechanism are made up of Predicta BT, AdLINK 360, Adaptlogic, Avail, Boomerang, MyThings, Criteo, DoubleClick , Leiki, nugg.ad, prudsys, ValueClick, Netmining, plista and wunderloop and Releware.com.
Since, behavioral targeting in online advertising would work only if there is enough data relating to user’s behavior. Initially, data was collected using methods such as survey, public records and questionnaires in quite labour intensive way. However, things have changed so the methods of data collection. Nowadays, data is collected by making use of user’s digital footprint and social graph.
It is important to note that the concept of behavioral targeting online advertisement permits site owners or ad networks to serve users with the content which is more relevant and of interest to the user visiting the site. Theoretically, behavioral targeting in online ads is supposed to fetch more consumer interest and hence better performance of the campaign.