The Behavioral Context helps companies to create a more specific profile of their users and thus reach a more efficient delivery of their advertisements.
It is based on behavioral data that is collected for each user while visiting a certain app or website. In detail, you can track the behavior of each user in terms of
- which applications they use
- how much time they spend with each application
- which links they are clicking on
- which things they are searching for.
Based on this data, companies can build segments of users with similar behaviors and adjust the delivery of advertisements. Hence, they can guarantee that every user receives ads that are relevant to him in terms of his own needs and interests.