Behavioral targeting has long been a cornerstone of digital advertising, allowing marketers to serve ads based on users’ past actions—such as browsing history, purchase behavior, or app usage. But with growing privacy concerns, browser restrictions, and a shift toward consent-based marketing, the question looms: Is behavioral targeting still a smart strategy?
Here’s a breakdown of how it works, the current landscape, and when it still makes sense in your media plan.
What is behavioral targeting?
Behavioral targeting leverages user data to deliver ads that match specific actions or patterns. This includes:
- Pages visited
- Products viewed
- Ads clicked
- Search queries
- Time spent on site
Ad networks use this data to build behavioral profiles, often through third-party cookies or mobile device IDs. These profiles help advertisers segment users by interest, intent, and engagement history.
The impact of privacy regulations
Legislation like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S. has made behavioral targeting more complex. Advertisers now need explicit consent to collect and use personal data for ad targeting.
In parallel, browsers like Safari and Firefox have blocked third-party cookies by default, while Google Chrome plans to deprecate them by the end of 2025. These changes significantly limit the availability of cross-site behavioral data.
Alternatives gaining ground
As behavioral targeting becomes harder to execute at scale, marketers are shifting toward privacy-compliant alternatives:
- Contextual targeting: Serving ads based on the content of the page, not the user
- First-party data: Leveraging your own customer data (email, purchase history)
- Cohort-based targeting: Using aggregate behavior across groups rather than individuals
- Zero-party data: Data that users voluntarily provide through forms, quizzes, or preferences
Platforms like Permutive are developing cookieless identity solutions to help advertisers reach audiences without compromising privacy.
Where behavioral targeting still works
Despite the limitations, behavioral targeting can still be effective in specific scenarios:
- Within owned ecosystems: Platforms like Amazon and Meta have vast pools of first-party behavioral data that advertisers can tap into
- On mobile apps: Where device-level IDs and opt-in tracking (e.g., via AppTrackingTransparency on iOS) still allow some behavioral segmentation
- In loyalty programs and CRM campaigns: Where brands have explicit consent to use behavior data for targeting
When applied correctly, behavioral targeting still delivers high relevance and performance—especially when combined with other targeting strategies.
Execution tips in 2025
- Use first-party pixels and tagging tools like Google Tag Manager for accurate data collection
- Keep consent management front and center with tools like OneTrust or TrustArc
- Balance personalization with frequency caps to avoid ad fatigue
- Monitor performance carefully and compare results against contextual and demographic campaigns
Final thought
Behavioral targeting isn’t dead—but it’s evolving. Marketers who rely on it exclusively risk falling behind in a privacy-first landscape. The best path forward is to treat behavioral data as one piece of a diversified strategy, combining it with contextual relevance, first-party insights, and user trust.
