Online Behavioural Advertising, short OBA, is the creation and presentation of digital advertising. The required data, to design the advertising as appealing as possible for the consumer, can be gathered by analyzing the consumers surf behaviour and will then be presented to the user directly. Especially in the field of E-Commerce, Online Behavioural Advertising is the order of the day. All in all, the process of OBA is subdivided into three steps. Step number one is the recording of the user’s surf behaviour, step number two is the classification of the user in accordance with the recorded data into different target groups and step number three, the last step, is the usage of specific means of media – always the one which matches best with the target group. Regarding data protection, the storage of the user’s behaviour has to take place anonymized to a cookie ID and consequently without any direct connection to a real person.
The biggest advantage for users regarding Online Behavioural Advertising is the flash of the advertising. It is not random but almost all advertisements are of high interest for the person it is displayed to. Not only the customer/user but also the seller behind the advertisement profits from it: high efficiency of campaigns, thus a higher turnover and the most efficient advertising. People who have an interest in a good in general but won’t but it now or maybe at all can easily be convinced that their need for the product is maybe higher that they were thinking just by showing the product’s ad to them.