Behavioral targeting, also known as online behavioral advertising, is a marketing strategy that leverages users' past online behaviors—such as websites visited, products viewed or purchased, and search queries—to deliver personalized advertising content. This approach segments users based on their actions rather than demographic information, aiming to increase engagement and conversion rates by aligning ads with individual interests and intent. While this technique has proven to enhance ad performance, ROI, and customer loyalty, it also poses ethical and privacy challenges, as seen in controversial cases like Facebook's political ad targeting and Target's pregnancy prediction model. The process involves data collection, user profiling, segmentation, and real-time personalized ad delivery, supported by technologies like Aerospike's database platform, which ensures efficient data handling and rapid ad serving. Despite its benefits, behavioral targeting requires careful consideration of consumer privacy and data accuracy to avoid potential backlash and maintain trust.