Behavioral targeting is a marketing strategy that involves collecting data on a user’s online behavior and using that information to deliver customized advertising messages to that individual. The goal of behavioral targeting is to reach potential customers with ads that are relevant to their interests and habits, based on their online activities such as the websites they visit, the products they search for, and the content they engage with. By delivering personalized ads, behavioural targeting aims to increase the effectiveness and relevance of online advertising, leading to higher click-through rates and conversions.