Which of the following statements is true regarding behavioural targeting?
A) There is a one-to-one correlation between a consumer's Internet surfing behaviour and their intention to purchase.
B) Research has determined that a consumer's leisure-oriented Internet behaviour is more indicative of one's purchase patterns than their business-oriented behaviour.
C) Clickstream data and Internet protocol information can help identify segments of potential buyers in order to direct ads specifically to them.
D) Behaviour is not a critical variable when applying audience segmentation to Internet advertising.

Question

Quizplus · Accepted Answer

Behavioural targeting uses clickstream data and internet protocol information to identify potential buyers and direct ads specifically to them. It is a critical variable when applying audience segmentation to internet advertising as it helps to personalize the advertisements for the target audience. Option A is incorrect as behavioural targeting does not always have a one-to-one correlation between a consumer's internet surfing behaviour and their intention to purchase. Option B is incorrect as both leisure-oriented and business-oriented internet behaviour can be indicative of a consumer's purchase patterns. Option D is incorrect as behaviour is a critical variable in audience segmentation for internet advertising.

Which of the Following Statements Is True Regarding Behavioural Targeting