What are the benefits of behavioral targeting?

Discuss the pros and cons of allowing companies to amass personal data for behavioral targeting. Please provide your explanation with examples). Discussion post below… According to our book, behavioral targeting uses people’s activities to determine which advertisements and messages will resonate most with them. It leverages behavioral data to target what people will like and dislike on a website. It then uses target marketing to bombard the individual with ads on products that a person was interested in or just looking at. An example: I recently went online to look at Cole Haan shoes. Several hours later, I logged onto Facebook and was bombarded by Cole Haan advertisements. I have come across similar experiences when it comes to clothes, sneakers, food, etc. I frequently log on to the CarGurus.com website to look at cars for sale. The type of car that I look at will end up in an advertisement when I go to the weather channel website. What are the benefits of behavioral targeting? Improved engagement for advertisers Matching consumer needs with creative messaging Targeting likes, not dislikes An improved ad experiences Better efficiency Awareness of new products Website and Mobile device data Behavioral targeting can lead to an advertising overload. which can oversaturate your experience and deter customers from wanting to engage with your ads. Also, the decision regarding which ad to show is based on something done in the past which may not be relevant anymore (you purchased something, and you have moved on to something else). It also can be a waste of time if someone is just browsing but has no intentions of buying something due to cost or it being impracticable. Required textbook: Laudon, K. C., & Laudon, J. P. (2019). Management information systems: Managing the digital firm (16th ed.). Pearson. Thank you!

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