Using previous online user activity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match advertising creative to users (sometimes also called Behavioral ProfilingProfilingThe practice of tracking information about consumers' interests by monitoring…//read more , Interest-based Advertising, or online behavioral advertising). Behavioral targetingBehavioral targetingUsing previous online user activity (e.g., pages visited, content viewed,…//read more uses anonymous, non-PIIPII (Personally identifiable information)Personally identifiable information (PII), also known as personally identifying…//read more data (PII = Personally identifiable information).