Behavioral Targeting

The Short Answer

Behavioral targeting reaches people based on what they actually do (browsing patterns, purchase history, content engagement) rather than only who they are demographically. It groups individuals into behavioral clusters that reflect real-world actions, which tends to predict future purchase behavior more reliably than demographic targeting alone.

How It Works

Individuals are grouped into behavioral clusters based on real-world actions: browsing patterns, purchase history, and content engagement, rather than static demographic filters like age or income alone.

Why It Matters

Behavior tends to predict future purchase decisions more reliably than demographics do. Two people with identical demographics can have completely different buying behavior, and behavioral targeting captures that difference.

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