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Direct Marketing Commission - Enforcing Higher Industry Standards

Behavioural Advertising

28th January, 2010 at 12:44pm

What is Behavioural Advertising?

Online behavioural advertising (also known as interest-based advertising) is a way of serving advertisements on the websites you visit and making them more relevant to you and your interests. Shared interests are grouped together based upon previous web browsing activity and web users are then served advertising which matches their shared interests. In this way, advertising can be made as relevant and useful as possible.

How Does it Work?

Imagine you are planning a holiday to Rome. You visit a website’s section on Rome and view a few articles about places to stay and visit. On a future visit online, while reading an article about your favourite football team, you see an advertisement for a 2-for-1 dinner in Rome or an offer for discounted car hire in Rome. You receive these specially tailored adverts because you, and other people like you, have shown an interest in Rome. This can enhance your web experience by making the most of the technology only available on the internet – helping reduce the number of ads that aren’t of interest to you.

Please see www.youronlinechoices.co.uk/what-is-behavioural-advertising for further information.