Behavioral targeting

Behavioral targeting is the technique of using behavioral data to target the right audience.

This increases the relevance of your ads and their effectiveness, and is mostly used by publishers and advertisers for marketing purposes. What is behavioral data? Behavioral data, as the term implies, is data obtained from the behavior of a user such as:

  • the pages they viewed
  • their search history
  • ads and buttons clicked
  • time spent on a website
  • other information that may tell us about the user’s interests etc

Types of behavioral targeting, there are two types of behavioral targeting that include…

  1. Network behavioral targeting – In this type of behavioral targeting, the audience is categorized on basis of factors like interests, purchases etc. The data used comes from the advertiser’s site and includes device identifying information, for instance, cookies, IP or MAC addresses, etc. This data is then interpreted by certain algorithms and tells us about the age, gender, interests of a person, etc. this information can then be used to display specifically customized advertisements to people that they are likely to click on.
  2. Onsite Behavioral Targeting – This type of behavioral Targeting is used for a website’s personalization and helps in designing a streamlined and relevant experience for the audience. The advertisements that are displayed to the users are based on behavioral data, but only what was collected from the same site. This type of targeting helps the advertisers in making the users experience relevant, and this way, they see ads that match their interest and so they spend more time on the website, which increases the engagement of the website and also makes the user more likely to buy products from that site.

Behavioral targeting and its benefits for both the advertisers and the users

After the technique of behavioral targeting is applied, the ads that are displayed to the user
become more relevant and make things interesting for the user. As for the marketers, it benefits them in many ways including:

  • increase in the user engagement with the website
  • increase in the number of ad click-throughs of the website
  • increase in the conversion rate
  • reminders alerts and notifications for new products that the user is interested in
  • shopping experience made more exciting
  • increase in the efficiency of the online shopping process

How behavioral targeting works in only four steps?

  1. Collect cookies from user website
  2. Making a user profile by forming data such as their interests, age, gender, etc. using cookies
  3. Classify users into different market groups depending upon their behavioral data
  4. Targeting the users with the right advertisements


Behavioral targeting is a simple technique with many benefits for both the audiences and the marketer. Media Shark can help you navigate the behavioral targeting field and deliver a much better ROI through data and AI.