• Subiksha.R
• Divya.s

ABSTRACT Online behavioral targeting (OBT) is a technique of online marketing that aims to provide customized online advertisements to the consumers according to their interests. It is a special form of targeted advertising. It is a technique used in online advertising and publishing, where data from visitor browsing habits (e.g., search terms, sites visited, purchases made etc.) is used to display relevant ads and offers and improve campaign effectiveness. Behavioral targeting allows advertisers and publishers to target customers based on their behaviors across different websites, so that they can display customized advertisements. The aim of this study is to find out the impact of individual level characteristics namely promotion focus and security risk on advertising value, advertising attitudes and behavioral outcomes. An online survey was conducted using a structured questionnaire on a five point Likert scale among 195 respondents. The statistical tools used were weighted mean, correlation and regression analysis. Results revealed that people with promotion focused characteristics tend to get attracted by the online customized ads and this  positive attitude makes them to have a positive behavior towards customized online ads.

Online Behavioral Targeting (OBT), Customized online advertising, Ad Value, Attitudinal outcome, Behavioral outcome.

"Customer perception on online behavioral targetting", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.b204-b212, February-2022, Available :http://www.jetir.org/papers/JETIR2202125.pdf

"Customer perception on online behavioral targetting", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppb204-b212, February-2022, Available at : http://www.jetir.org/papers/JETIR2202125.pdf