As the term suggests, behavioral targeting is the method of targeting consumers by their behavior and segmenting them in groups in order to deliver the most relevant ads and content to them. When undertaking behavioral targeting, customers are grouped based on activities and actions such as browsing behavior, pages visited, searches performed, links clicked, recency of visit, device used, geographic location, and products purchased.
Visitors with similar behaviors are then grouped into defined audience segments, allowing retailers or advertisers to target them with specific, relevant ads and content based on their behavior. Behavioral targeting matters not only because the advertising is more likely to lead to a conversion, but it makes for a better, more personalized ecommerce experience. When carried out well, providing a sense of knowing to the consumer makes each interaction feel special.