Behavioral targeting is a strategy used by advertisers in order to determine who should see what.  This is a basically a process that profiles a web user based on his browsing behavior.  Behavioral targeting determines this by checking the sites that the web user is visiting and even the searches that he makes.  For example, if your website browsing usually involves checking out sites about cars, you’ll see advertisements about cars.

What’s the logic of behavioral targeting?  Those who practice behavioral targeting is working around the idea that they can determine what you are most interested in by checking the websites that you usually visit or searches that you make.  It makes perfect sense since you wouldn’t be checking a website regularly if you’re not interested in what it has to offer.

It’s a popular advertising strategy as evident by Google joining the behavioral targeting bandwagon.  They realize the logic of behavioral targeting and they know that it’s still a great way to advertise. Although they have a different name for it in interest based advertising, it’s basically the same thing.  It’s popular due to its numerous benefits.  Aside from making sure that you reach your target market, this is also doesn’t rely on the more common factors like demographics.  Practitioners zero in on your interest which is shown by your browsing behavior and this is the thing that really matters when determining what you are looking for.  This is direct to the point and has little room for error.

However, behavioral targeting has gained some notoriety as well.  There are several issues against behavioral targeting.  A lot of users are crying foul over the practice’s profiling ways.  They’re saying that their privacy is being violated.  Since behavior targeting uses several tracking software and they use the cookies stored on the computer, it’s an understandable behavior of consumers.  Even the Congress is taking notice.  The Federal Trade Commission defines behavioral advertising as “the practice of tracking an individual’s online activities in order to deliver advertising tailored to the individual’s interests.”  Since behavioral targeting is covered by this definition, the US Congress is thinking if there is a need to put up new federal laws in order to protect the consumer against practices that they feel violate their privacy.

Thankfully, practitioners are willing to work with users on this.  Google has an option for users to opt out of receiving internet based ads if their users don’t want to be tracked.  A user can also regularly clear their cookies for added protection. 

Because of the notoriety, we can expect new laws regarding behavioral targeting.  For now, it still works so this is still something that you should know as an advertiser and as a user.