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Audiences & Targeting
3 min read
Behavioural targeting reaches people based on what they have actually done — pages viewed, searches made, products browsed, purchases completed — rather than who they are on paper. It bets that recent behaviour predicts what someone wants next better than demographics do.
Observe actions. Browsing, searches and purchases are recorded as signals.
Build behavioural profiles. Patterns group people by what they do.
Target the pattern. Ads reach those whose behaviour signals intent.
Update continuously. Fresh actions keep the targeting current.
Browsing history. The sites and pages someone visits.
Search activity. What people look for.
Purchase behaviour. What and how often they buy.
Engagement. How they interact with content and ads.
Intent over identity. Recent behaviour predicts needs well.
Higher relevance. It reaches people already leaning in.
Better efficiency. Spend concentrates on warm audiences.
Privacy scrutiny. It relies on tracking that is increasingly limited.
Cookie loss. Third-party signals are drying up.
Stale intent. A past action may no longer reflect a need.
Creepiness. Obvious tracking can unsettle people.
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