Behavioral is when an ad is directed to a cookie on a computer. So, you book an airline ticket to fly on a specific date to a particular city – next thing you know you receive ads from Hertz Car Rental. That’s Behavioral Targeting because:
- Hertz has purchased your cookie data from whomever you purchased your airline ticket
- You receive the ad on any site because the ad is delivered to your cookie – news site, sports site, medical site, entertainment – the site is irrelevant to delivery because reaching you (the person that bought the ticket is all that matters).
Keyword targeting is when the ad delivered to a website page (editorial) that contains Keywords we choose. So if the Keyword is Las Vegas vacation, the ad will be delivered to site pages that contain the keywords “Las Vegas vacation”.
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