Predictive behavioral targeting uses data from website users' clicks and surveys to create profiles and statistical models that predict user interests and demographics. This allows targeted ads to be delivered to the predicted relevant users, achieving higher reach within target groups, click-through rates, conversions, and reducing wasted media spend. Budget efficiency is improved as predictive targeting reduces the percentage of the target audience not receiving relevant ads from 67% to 36%, saving advertisers 43% on their real cost per thousand impressions.