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Consumers have a methodical way of behavior when it comes to purchasing any product or commodity. It is just a matter of observation before the marketer can pinpoint this kind of consumer behavior. Behavioral targeting helps in target group identification by the observation of consumer behavior over an extended time period. Such an observation can also be carried out for online sites by tracking the user pattern followed in any particular website. The marketer or advertiser can then recognize the exact group that would be genuinely interested in his product or service and create the communication message accordingly. When a group is identified it becomes much easier for the advertiser to know the kind of services or communication message that would grab the attention of this group. This in turn makes advertising much more effective.

The mark of effective advertising is in the actual conversion rate of potential consumers to actual customers. The more effective the communication message the more successful it will be in convincing the target audience about the product or service being advertised. Behavioral targeting gives this advantage to the marketer or the advertiser. Communication created on the basis of feedback from behavioral targeting helps the marketer hit bull's eye with his advertisement. The message thus created will ensure that only the specific group is targeted and thus resulting in cost effective communication that bring in far more effective results. It helps in reducing the wastage that occurs when the marketer is forced to target the masses in the hope that some of the group will result in successful business conversions.

As more and more businesses spread their net over the World Wide Web the competition is taking on a serious turn with a large group of advertisers vying for the limited eyeballs of the internet user. Behavioral targeting helps to provide the much needed competitive edge to these businesses. Behavioral targeting helps to track the pattern which a user follows once he has logged on to a particular website. The advertiser keeps track of the pages visited and the links checked and the frequency of visit to particular types of websites. This kind of consumer tracking helps the advertiser or marketer decide on the choice and preferences that the user may be having. Once the interest area of the user is tracked and recorded a study helps to reveal the interest area and thus create a target group of users who might be interested in the advertiser's products and services.

Behavioral targeting thus provides the marketer with his target group and as the interest and preference of this particular group has already been tracked and recorded the advertiser can use this knowledge to create an advertising message that will definitely appeal to the group as it addresses their needs and requirements. The consumer then finds a message that answers all his needs and therefore would be happy to try out the product or service that claims to fulfill this requirement. In such a manner behavioral targeting helps to create a win-win situation for both the consumer and the advertiser which is indeed an ideal situation for all involved.