Behavioral targeting: What you need to know

Behavioral targeting is advertising’s attempt at supplying you with specialized ads developed from your Internet history. The intent of this article by Michael Kassner is to shed light on how behavioral targeting works and how it can affect you.
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Behavioral targeting, to say the least, is an interesting concept. It may change how all of us view and use the Internet. Knowing that, I’d hope everyone would want to understand what it’s all about. Briefly, behavioral targeting first determines what you like, based on where you go on the Internet. Then, behavioral targeting selects advertisements that are most likely to influence you, displaying them on the new web pages you ask for.

Before we get too much deeper into behavioral targeting, I need to point out some related technology that makes behavioral targeting possible. Behavioral targeting only became feasible when Deep Packet Inspection (DPI) matured into an established technology. Therefore, it’s important to comprehend what DPI is. To help in that regard, please refer to a recent article of mine called “Deep Packet Inspection: What You Need to Know.” I know it seems like a shameless plug, but it helps if we’re all on the same page.

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