Behavior targeting is an approach in which marketing activities are tailored to customer behavior. The strategic approach is based on the concept of the behavioral approach. This segments customer groups according to their customer behavior. In the online sector, analyses of this are relatively simple.
With behavioral targeting, clickstreams can be used to evaluate which websitesInternet users have been to, what their search behavior is like on search engines, or what interests and activities they post on social networks.
Based on these findings, behavior targeting can tailor online advertising measures to user behavior. For example, banner ads are placed on the particularly relevant websites of a defined customer target group. Geographical and demographic factors can also be taken into account.