The document discusses behavioral targeting, which tracks a user's online activity to send relevant content. It describes how cookies store information to identify users and their interests across websites. Behavioral targeting can occur on individual sites, across networks, through retargeting, or using ISP data. While it personalizes the user experience and targets audiences, it also raises implications for user privacy that require solutions like opt-out options and cookie management settings. The use of behavioral targeting in online advertising is growing significantly and expected to continue rising in the future.

2. We specialize in
connecting brands to the
right people.
Udit Sharma – Marketing
manager, Sky – Hi
Creations Ltd.

3. What we offer
Innovative Guerrilla
Marketing marketing Viral
Communication
marketing
strategies
Social Media Social networking and
Micro blogging
Behavioral
Creative
Targeting partnerships
PR Pre- awareness
Awareness
Audience
campaign
building
Strategy
Media Buzz monitoring
Planning

4. Behavioral
Targeting of web
consumers.

7. “Every breath you
take, every move you
make, I’ll be
watching you” –
Police (1983).

8. What is Behavioral
Targeting?
• It’s a technology where the
software tracks a user’s
online activity and then
sends appropriate web
content matching to their
interests at a moment’s
notice. – Strauss and Frost
(2012).

9. The infamous cookie
Cookies are text files that are sent to the web
browser from the web server that’s hosting the
web pages being queried. Cookies have
multiple purposes:
• they allow automatic authentication,
• keep track of the browser’s session state, and
• identify the user/web browser combination to
the web server.
Cookies are paramount for behavioral targeting,
because the behavioral targeting process
installs additional cookies specifically to track
what web pages have been viewed.

10. Types of Behavioral targeting.
• On site behavioral
targeting.
• Network targeting.
• Retargeting.
• ISP based targeting.

11. Implications Of Behavioral
targeting.

12. Behavioral targeting is
changing the web .
• Internet experience will be
more about you.
• Web sites changing its
appearance.
• Viewing the users as a multi
dimensional person with many
interests.
• Targeting social media and

13. Solutions
• Opt-in / out email.
• Power Eye button.
• Choosing online
behavioral preferences.
• Manage cookies in the
privacy settings on the web
browser.

14. Benefits of Behavioral
targeting.
• Greater ROI and better value
of our clients budget. For
example: American Airlines
(AA) campaign that ran on
The Wall Street Journal
Online.
• Specific audience targeting.

15. Future of
Behavioral
targeting.

17. Money spent on advertising
based on BT.
3
2.5
2
$ Millions /
Billions
1.5
1
0.5
0
2008 2009 2010 2011 2012 2013 2014
YEARS

18. Percentage of advertisers
used BT.
Percentage of BT used
90 85 %
80
70
PERCENTA
60
GE
50
40
30 24 %
20
10
>1 %
0
1998 2008 2020
YEARS

19. Any Questions?