The Behavioral Targeting uses advanced systems among which to mention the use of “cookies” and that allow to collect the activity of the users, what kind or type of content they read, how much time they spend, how often they are consulted and even what they are looking for. and which keywords are most used. With all this, it is possible to generate an advanced user profile.

This type of strategy will allow advertising systems to react to each user by detecting the characteristics of their own profile to show them the advertising that best suits their preferences. Even far beyond advertising, the possibility that the content of a website may vary or be customized showing information according to the criteria and tastes of the user.

The systems of Behavioral Targeting are not intended to reach a personal individual, but the possibility of identifying user groups according to their profiles with common interests.

A practical example would be the case of a “user” who searches for information about computers and navigates websites dedicated to computing where there is a network of media or advertising, possibly this user begins to receive segmented advertising on offers of new computers or products related

One of the pioneering companies in the use of systems based on Behavioral Targeting was Amazon . Globally known for its sales and e-commerce systems, each time a user or customer accessed their book sales section, they received via email the latest news based on previous purchases or the information queries previously made within their website.