Behavioral advertising targets users based on their online activities, such as browsing history, searches, and past purchases. It collects data over time to build a profile of the user’s interests, which is then used to serve relevant ads. Contextual advertising, on the other hand, places ads based on the current content of the webpage or app the user is engaging with, using keyword or topic targeting rather than past behavior.
While behavioral targeting offers a highly personalized ad experience, it can raise privacy concerns due to the tracking involved. Contextual advertising, in contrast, offers relevance without the need for tracking, making it a more privacy-conscious choice that still delivers effective results.