Behavioural targeting is a form of online advertising that anonymously targets web users based on their observed online behavior. It works by applying rules to consumer data over time, such as serving ads to users who frequently visit travel sites. While it can increase ad relevance, it also faces challenges in differentiating between intent-based versus routine behaviors, requiring ongoing optimization and dedicated creative assets. Behavioral targeting can be delivered through networks, ad servers, publishers, or directly on users' computers.

1. Behavioural Targeting: Audience based Advertising

5. How Behavioural Works