Behavioural Targeting

What exactly is behavioural targeting? This refers to advertising that is targeted to a specific individual based on that user's previous surfing behaviour. This is quite different from the more common targeting method of displaying ads matched to the specific content of an individual page or to all users in general.

With behavioural targeting, two people could see vastly different ads when viewing the identical webpage at the same time, based on their previous surfing habits and interests.

Studies have shown that conversions are higher when people are targeted through behaviour rather than content because behaviour can determine a person's actions. Whether it is looking at specific sections of an online newspaper or visiting a certain type of site more than once, those actions are used to determine each user's interests. And it is those actions that make conversions.