Efficiency of Using Behavioral Targeting in Online Advertising Campaigns

As part of this master's thesis, the effectiveness of using behavioral targeting in advertising campaigns on the Internet is investigated. The paper reviews not only key research concepts (behavioral targeting, key performance metrics), but also the technical aspects of collecting users’ behavior data. The key research problem of the thesis is based on division of opinions on the effectiveness of targeting by behavioral segments: some are still skeptical about the declared benefits of using behavioral targeting, while other industry representatives are already using behavioral advertising on the Internet as an integral part of data-driven marketing . The purpose of this study is to determine the conditions for the effectiveness of using behavioral targeting in terms of media planning. In the course of the study, the results of advertising campaigns using online behavioral advertising were analyzed. The result of this study is the formulation of key conditions that must be observed at the planning stage of advertising campaigns using behavioral targeting.