Behavioral targeting
Behavioral targeting involves recording a visitor' s behavior, such as the pages visited. Tracking cookies, among other things, are used for this purpose. This knowledge is then used to automatically adapt the content of the website to the visitor, often by showing him appropriate banner advertising tailored to his interests.
Behavioral tageting is widely used by ad networks to achieve a higher click through rate on available ad space. When ads closely match what a visitor is interested in, he is more likely to click on a banner and subsequently generate a conversion. In behavioral advertising, therefore, the advertiser often pays per click or per conversion.
We distinguish between on-site targeting, which analyzes click behavior within a single site, and network targeting, where a visitor can be tracked across multiple sites thanks to cooperation between websites or within a network. Using event tracking, in addition to clicks and views, other interactions and events can be registered.
