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What is Behavioral Targeting

Chapter 7
Handbook of Research on Web Log Analysis
A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. The idea is to observe a user’s online behavior anonymously and then serve the most relevant advertisement based on their behavior. Theoretically, this helps advertisers deliver their online advertisement to the users who are most likely to be influenced by them.
Published in Chapter:
Uses, Limitations, and Trends in Web Analytics
Anthony Ferrini (Acquiremarketing.com, USA) and Jakki J. Mohr (University of Montana, USA)
Copyright: © 2009 |Pages: 19
DOI: 10.4018/978-1-59904-974-8.ch007
Abstract
As the Web’s popularity continues to grow and as new uses of the Web are developed, the importance of measuring the performance of a given Website as accurately as possible also increases. In this chapter, we discuss the various uses of Web analytics (how Web log files are used to measure a Website’s performance), as well as the limitations of these analytics. We discuss options for overcoming these limitations, new trends in Web analytics—including the integration of technology and marketing techniques— and challenges posed by new Web 2.0 technologies. After reading this chapter, readers should have a nuanced understanding of the “how-to’s” of Web analytics.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chapter 11
The Impact of Retargeting on Consumer Well-Being and Purchase Intention
Behavioral targeting shows ads based on users' online behavior, such as webs browsing data, site preferences, search histories, online purchases or responses to ad clicks. Allows personalizing ads based on recent online searches and the purchasing behaviour of each consumer
Published in Chapter: The Impact of Retargeting on Consumer Well-Being and Purchase Intention; From: Connecting With Consumers Through Effective Personalization and Programmatic Advertising
Full Text Chapter Download: US $37.50 Add to Cart
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