Behavioral targeting is a method of re-serving your advertisement to users based on their web-browsing behaviors, such as the pages they have visited or the searches they have made. Your banner ad will “follow” the user to other pages within the site that it was originally seen and/or other websites. Behavioral targeting helps with delivering online advertisements to the users who are most likely to be interested in your product or services. Research has indicated that users have a greater retention of your message when they are served your advertisement with greater frequency.
eMarketer projects that behaviorally targeted ad spending will reach $4.4 billion by the end of 2012.