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Behavioral Advertising
Advertising
Targeted advertising based on inferred interests from observed behaviors across contexts.
Definition
Behavioral advertising uses observed events (pages, clicks, purchases) and identifiers to infer interest segments and deliver targeted ads, often across multiple services and devices.
In plain English
Targeted advertising based on inferred interests from observed behaviors across contexts.
Why this matters
Why it matters: Profiling can be sensitive, discriminatory, or manipulative and increases data exposure.
Example
Example: User assigned to “health condition interest” segment based on content consumption signals.