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Glossary > Privacy > Internet And Digital Privacy > Digital Footprints And Data Brokers
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Behavioral Targeting

Behavioral targeting involves tracking a person's online behavior, such as the websites they visit or the links they click on, to personalize the ads they see and the content they interact with online. It aims to tailor marketing messages based on an individual's preferences and interests.

Example #1

An individual frequently searches for sports cars online. As a result, they start seeing ads for luxury car dealerships and automotive accessories when visiting other websites.

Example #2

A person who often watches makeup tutorials on YouTube starts receiving targeted ads for cosmetic products and beauty brands while browsing the internet.

Misuse

Misuse of behavioral targeting can occur when sensitive personal information is collected without consent or used to manipulate individuals. For example, if a company tracks an individual's health-related searches without their knowledge, they could potentially use this data to exploit the person's health concerns, leading to targeted ads that may not be in the individual's best interest. It is crucial to protect against such misuse to safeguard privacy and prevent exploitation.

Benefits

One of the benefits of behavioral targeting is that it can enhance user experience by showing more relevant ads and content tailored to individual interests. For instance, if someone regularly searches for vegetarian recipes, behavioral targeting can display cooking tips, recipes, and ads for plant-based products, making the online experience more personalized and engaging.

Conclusion

While behavioral targeting can offer personalized experiences and targeted advertising, it is essential to ensure that users are informed about the data collection process and have control over how their information is used. Protecting privacy rights and promoting transparency in data tracking practices are crucial aspects of fostering a fair and consumer-centric online environment.

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Last Modified: 4/30/2024
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