With its ability to target consumers based on their actual shopping preferences, behavioral advertising has become a very popular tool among marketers and retailers. And the behavioral targeting trend shows no signs of slowing down, being applied not only to traditional online marketing campaigns but to mobile marketing as well. That’s because behavioral marketing has proven to be more effective than non-targeted advertising, converting consumers into buyers at more than two times the rate. It’s also more profitable, generating 2.68 times the revenue per ad than non-targeted advertising, according to the Network Advertising Initiative.
