What does OBA stand for in digital marketing?

OBA stands for Online Behavioral Advertising, which is a targeted advertising strategy that utilizes information collected from an individual's online activities to display advertisements tailored to their interests. This practice relies on the data gathered from users as they navigate different websites, which can include their search history, browsing patterns, and even interactions with other advertisements.

By applying this approach, advertisers can deliver more relevant ads to users, increasing the likelihood that they will engage with the content. This method not only enhances the user experience by showing them ads they may actually be interested in but also improves the efficiency of advertising budgets by directing resources towards audiences more likely to convert. As a result, Online Behavioral Advertising has become a cornerstone of digital marketing strategies, enabling personalized marketing at scale.