The increasing use of the Internet caused a shift in how people do business. At present, business owners have to deal with stiffer competition and stricter regulations. Tracking users on the Web, while sometimes considered an infringement of privacy, is widely done by most sites today. For some organizations, tracking user behavior and patterns is actually crucial in keeping their businesses up and running.
Google (60.3%) and Facebook (27.1%) were two of the major trackers of online user behavior. Tracking online behavior has a lot to do with creating buyer personas that allow site owners to craft advertising campaigns that target their audience accurately. This technique is known as “behavioral targeting.”