behavioral targeting


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behavioral targeting

Delivering ads based on a user's habits. If a customer registers with an e-commerce site to make a purchase, those sales along with the user's site navigation history are often stored and analyzed to make targeted offers the next time. Even without registration, the site might place that information in a cookie, which is saved on the customer's hard disk. When the user revisits the site, the cookie is sent to the Web server.

A more invasive method is for ISPs to perform deep packet inspection on their customer's traffic to determine the types of websites they visit. The data are sold to marketing and ad serving companies to deliver more personalized ads. See cookie and deep packet inspection.
References in periodicals archive ?
The impact of behavioral targeting on various advertisers' incentives is asymmetric.
does not yet have any proposed legislation in the area of behavioral targeting, offering only the FTC's self-regulatory principles to provide a sense of discipline for advertisers.
Technology has enabled marketers to tap into behavioral targeting, allowing them to watch how individuals are interacting with the online experience and to predict, in real time, the best message to launch.
In addition to behavioral targeting and dynamic content tools, Publisher includes WebFetch, an advanced content management tool that retrieves website content and automatically populates an email template, and Recurring Messaging, a feature that sends new emails on a predetermined schedule whenever web content is updated.
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