Behavioral targeting can be said as a way to identify the likeness and taste of an individual through information collected on their Web-browsing behaviors, such as the pages they have visited or the searches they have made. They are mainly used by the advertisers and companies to know what kind of behavior an individual possess through his activities online.

It is very effective to set engaging campaigns and to select which advertisement to be displayed to that particular individual. This help to understand the target audience for the companies who want a particular audience i.e., to deliver the right thing to the right person and for the audience, it helps to get the information that is interesting for them. This leads to improved click-through-rates and higher levels of interaction.

Behavioral targeting works in a way to increase the engagements. It is both beneficial for the user and also the consumer by improving the visitor experience. When an individual visits a website, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a profile that links to that visitor’s web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. Many practitioners also refer to this process as “audience targeting”.

Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demography or web page content. One major advantage of Behavioural marketing is that it will help in reaching an audience that is not exposed to the campaign. It thus helps in reconnecting and conversion of the reach directly to the needed audience.