The era of personalised advertising is upon us, enabled by advancements in behavioral targeting technology. Imagine switching on a device and being greeted by a personalised shopping assistant that caters to your tastes and preferences. This scenario is no pipe dream but the realisation of behavioral targeting—an advanced marketing technique that zeroes in on individual online behavior. Born out of the internet boom in the 1990s, third-party cookies allowed advertisers to tap into users’ data, opening the digital floodgates to unprecedented audience targeting opportunities. Companies like Tacoda, Revenue Science, and Blue Lithium capitalised on these developments, refining their algorith
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