Behavioral targeting in digital marketing refers to the practice of delivering personalized advertisements to users based on their browsing behavior, preferences, and interactions. By analyzing data collected from a user’s online activities, marketers can target individuals more effectively, enhancing the relevance of ads shown. This leads to improved engagement rates and conversions, as advertisements align more closely with user interests. Behavioral targeting relies on various data-driven techniques like cookies and analytics, helping marketers optimize their strategies and achieve better ROI from their campaigns.