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