Behavioral targeting is the use of information about a customer's behavior to optimize delivery of marketing messages. A common source of behavioral information is tracking of user actions on a website or large networks of websites that include tracking elements. Behavioral targeting could also theoretically use a broad range of information as technology becomes more integrated into people's lives. For example, ads could be triggered by your mood or conversations. As such, behavioral advertising is a contentious privacy issue. It also has security implications as advertising data could end up in the wrong hands.
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