Back to all glossary articles

Behavioral targeting

Behavioral targeting is a method that publishers and advertisers employ to improve their marketing campaigns. Behavioral targeting relies on gathering data on visitors’ actions and using that data to increase the relevance of ads and marketing content across digital channels. Using Cookies to analyze user browsing behavior allows displaying more relevant ads to visitors.

Some examples of user browsing behavior are:

  • Social networks
  • clicking paths of an anonymous user profile
  • interactions with banners
  • scrolling the list of topics the user has shown interest in.

Behavioral marketing can be used on its own or with other forms of targeting. For example, popular social networks like Facebook and Instagram offer behavioral targeting and hypertargeting through their ad platforms. These ad practices raise privacy concerns in Europe.

To read more about this method, visit the Piwik PRO blog: Funnels based on behavioral segmentation: a little-known way to map the entire customer journey

  • Digital marketing in the energy sector: Key challenges and fixes

    Summary The European energy and utilities sector is changing quickly. Customers expect smooth digital experiences, personalized communication, and easy access to their data. At the same time, regulators continue to tighten privacy and security standards across the EU. For marketing teams, this creates a familiar dilemma – how to deliver relevant, data-driven experiences while staying…

  • From Customer Data Platform to Data Activation: Why we’re evolving our approach

    Our Customer Data Platform module is now called Data Activation, reflecting a fundamental shift from data collection to outcome-driven action. We’re changing more than just a name – we’re refocusing on what truly matters: turning behavioral insights into immediate business results.

Other definitions

Recent posts from Piwik PRO blog