Behavioral targeting is a process of enhancing the efficiency of advertising with the help of information collected on an individual’s web-browsing activities, such as the searches made by an individual and the pages commonly visited. By analyzing user demographics and responses, ads can be targeted based on each individual’s requirements and interests. Thus, publishers would decide which advertisements are to be displayed. Behavioral targeting is especially used by online publishers and advertisers to track the browsing behavior of customers. Behavioral information can also be combined with other client information such as past purchase records in order to make a comprehensive user profile. Behavioral targeting enables marketers to cut costs and save time by using behavioral targeting techniques. This is ultimately resulting in rising investments by the companies on advertisement in order to broaden their customer base.
Currently, there are various behavioral targeting techniques to track consumer behavior, including flash cookies, HTTP request, Etags, HTML5, and Evercookie. Among these techniques, the best method to track consumer online behavior is with cookies. In addition, IP address, retargeting, and contextual targeting are also used to track consumer online behavior.
The behavioral targeting technique is increasingly adopted by organizations to increase their productivity and improve return on investment (ROI). These factors are expected to boost the demand for behavioral targeting during the forecast period. In addition, demand for behavioral targeting is increasing to improve up-selling and cross-selling values. This is also a major factor which is expected to fuel the growth of this market in forthcoming years. However, rapid change in consumer preferences, uneducated clients, and problems with usernames and cookies are major factors which are hindering the growth of the behavioral targeting market.
Speedy development in the field of cloud technology is expected to create new opportunities for the growth of the global behavioral targeting market during the forecast period. Cloud technology enables marketers to better identify and reply to prospective behaviors as they interact with the software and people. However, the widespread adoption of behavioral targeting is facing challenges due to consumer privacy and security concerns. This would consequently hamper the growth of the behavioral targeting market in the near future.
The global behavioral targeting market can be bifurcated based on type and end-use industry. By type, the behavioral targeting market is categorized into network targeting and on-site targeting. Furthermore, on the basis of end-use industry, the behavioral targeting market is categorized into BFSI, automotive, retail & e-commerce, energy & utilities, IT & telecom, health & wellness, arts & entertainment, and others.
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In terms of region, the global behavioral targeting market can be segmented into Europe, North America, Middle East & Africa, South America, and Asia Pacific. In the behavioral targeting market, large enterprises and small & medium businesses (SMBS) are anticipated to create huge demand for behavioral targeting in order to improve their productivity in the North America region. This is primarily due to the growing adoption of behavioral targeting system by various companies and industries at numerous stages to convert visitors to consumers.
Large enterprises are highly focused on advertisement with an aim to target and refine their merchandise offerings to different buyer groups. Furthermore, Europe region is estimated to grow at a substantial growth rate during the forecast period. APAC region is estimated to contribute major share in the global behavioral targeting market in the coming years. Increasing usage of web and mobile applications among end-users has resulted in demand for behavioral targeting systems across the region.
The major players in the global behavioral targeting market includes Marketo, Inc., Google, Inc., Yahoo, Inc., MSN Corporation, Revenue Science, Semcasting, Inc., Tacoda Systems, Inc. and 24/7 Media.