Behavioral Targeting (Interest-based Advertising)

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A technique used by Publishers and Advertisers to increase the effectiveness of their Online ad campaigns. Behavioral targeting consists of displaying ads to users based on their past browsing behavior within an ad network. Information related to the user’s habits is collected from a cookie dropped by and only accessible by the respective ad network. From the browsing habits of a user, personal content preference profiles can be built ready to be targeted not only on a specific interest based site, but across a whole ad network.