Behavioral targeting is a marketing method that uses web user information to strengthen advertising campaigns. The technique involves gathering data from a variety of sources about the potential customers' online browsing and shopping behaviors. This information helps create ads that are relevant to that specific user’s habits and interests. The publisher can then display these ads in the visitor’s web browser. Behavioral targeting is good for business because personalized marketing is more effective than generic marketing. It’s also good for consumers, who will no longer see content that isn’t relevant to them.