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behavioral_targeting_categoriesBehavioral targeting or behavioral advertising can be thought of as the process of selecting prospects based on what they actually do online. Such online activities can include search terms used, sites visited and general browsing habits. The technique of behavioral targeting delivers advertisements to audiences who are actively seeking your offering or have a history of visiting websites of a similar content or topic to your product or service. When you get a moment, check out another article written by Exact Drive about behavioral targeting entitled, “Is Behavioral Targeting the Best for Customers?

Exact Drive offers a number of behavioral targeting categories to choose from. Below outlines the available behavioral targeting categories and the related behavioral targeting definition for each, followed by a supporting definition after each category. Remember, with behavioral targeting you are trying to accurately select or target prospects based on what they actually do online or have done online. Again, the technique of behavioral targeting delivers display ads to audiences who are actively seeking your offerings.

Arts & Entertainment Consumers who read content, articles or upload photos about art. Consumers who view and interact with content related to pop culture, celebrity gossip and general entertainment, including consumers who view television online or read and interact with television-related content.


Search-level, intent data from consumers who have navigated to pages about vehicles. Examples: Sports cars, SUVs, Hybrid cars.


Consumers who seek business advice or read content related to business.


Consumers actively engaged in career oriented content or career seeking sites.


Visitors with a declared interest in school & education and who read related articles.

Family & Parenting

Site visitors who declare they are a parent and who interact with parenting-related content.

Food & Drink

Consumers who have declared an interest in food & beverages and who read and interact with related content such as cooking and recipes or restaurants and dining.

Health & Fitness

Visitors interested in health & fitness content.

Hobbies & Interests

Consumers who visit sites & read articles with content related to hobbies and interests. Examples: crafts and arts, sewing, scrap books, books and photography.

Home & Garden

Visitors who display or declare an interest in home, home decor, home projects and family.

Law, Gov’ & Politics

Site visitors that show an interest in politic topics, politic parties, legal and government issues.


Site visitors who navigate to sites to read articles or who blog, comment on, or interact
with news.

Personal Finance

Consumers who seek financial advice or read content related to finance, including stocks and bonds and investing.


Consumers who visit sites and read articles with content related to animals. Examples: cat lovers, dog lovers, pet owners.

Real Estate

Visitors who declare ownership of an apartment, condo or home, as well as show an interest in real estate, housing and apartment site content.

Religion & Spirituality

Visitors who declare a specific religion or spirituality preference and/or show an interest in visit religion and spiritual sites.


People that have shown an affinity for visiting scientific and reference focused sites, including research findings and science focused discoveries.


Consumers who demonstrate an interest in shopping, accessories and trends, including consumers that regularly visit coupon and discount sites.


Consumers that visit sites related to or about a specific group of people, including anthropology, sociology, political science and other similar ideology groups.


Enthusiasts who visit and interact with sports related sites or who participate in
online fantasy sports leagues. Examples: Baseball, Football, Golf, College Sports, Soccer, Basketball, Motor Sports, Fantasy Sports, Hockey.

Style & Fashion

Those who visit and interact with blogs and sites related to fashion, beauty, style and
trends. Examples: Jewelry, Watches & Accessories, Clothes, Shopping, Trendsetters, Cosmetics.

Technology & Computing

Those who have declared interest, navigated to pages, or commented on technology, computers and software.


Consumers who book, navigate to, and comment about travel online. Examples: domestic, international, vacation

Topics: Internet Advertising, Data Analytics, Company News, Behavioral Targeting

Tim Nichols

Written by Tim Nichols

Tim Nichols is a founding partner at ExactDrive, a digital media buying agency with white label, reseller and managed service options available. ExactDrive plans, manages, and optimizes online advertising campaigns with the objective of delivering measurable value and empowering clients to find precisely targeted audiences. ExactDrive has offices in Minneapolis, MN, Milwaukee, WI and SouthWest Florida.

Tim Nichols is also a contributing author on Forbes.com.

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