What actually is ... behavioral targeting?

Behavioral targeting is based on a cookie technology that analyzes the websites visited by the user and their surfing behavior. Based on this data, the user is shown targeted advertising. For example, if the user frequently visits websites that deal with the topic of travel, they are categorized in the corresponding profile. This is because it is deduced from this behavior that the user is particularly interested in travel topics. They can then be shown advertisements from travel providers. Thanks to behavioral targeting, advertising campaigns reach clearly defined target groups, regardless of often fully booked environments. This makes even more efficient use of inventory. Internet users also benefit from cookie technology: they only receive advertising that they are interested in according to their surfing behavior.

Term explained by: Alex LeuteneggerManager Business Development at Goldbach Digital Services.