Behavioural targeting is an online marketing strategy that analyses user behaviour in order to display personalised advertising content or recommendations. In contrast to demographic or geographical targeting methods, which tend to take static attributes into account, behavioural targeting offers the possibility of including dynamic factors such as surfing behaviour, interaction with websites or purchase history. Data about a user's activities and preferences is collected, usually using cookies or other tracking technologies, to create a profile that serves as the basis for future advertising measures.

The advantage of this method lies in the high relevance of the advertising messages. Tailoring adverts to the individual needs and interests of users increases the likelihood of engagement and conversion. For example, a user who frequently visits travel blogs could be shown special offers for holidays, while another user who is interested in technology could see adverts for new gadgets.

Despite its effectiveness, behavioural targeting also poses ethical and data protection challenges. Collecting and analysing personal data raises questions about privacy and data protection. It is therefore important that companies that use behavioural targeting have clear data protection guidelines and obtain user consent for data collection and processing.