The term "behavioral targeting" in digital marketing refers to the practice of personalizing advertisements based on individuals’ online behavior, preferences, and demographics. By analyzing data from browsing history, search queries, and interactions with ads, marketers can serve more relevant and appealing content to potential customers. This targeted approach aims to increase engagement rates, improve customer experiences, and maximize conversion rates. While behavioral targeting can enhance effectiveness in marketing campaigns, it also raises ethical concerns regarding privacy and the use of personal data.