The Importance of Online Behavioral Advertising for Online Retailers
Gresi Sanje, Isil Senol

Abstract
Online behavioral advertising refers to the delivery of ads to targeted users based on the behavioral information collected on each individual user’s web search and browsing behaviors. Although only 8% of all online advertising is behaviorally targeted, it is expected to expand its market share due to its cost-effectiveness and reach to a chosen target audience. Since online behavioral advertising uses a targeted approach and the advertisement of the retailer is directed to the most appropriate and interested consumer and online retailers interact with online consumers for their transactions, online behavioral advertising becomes a very important tool especially for online retailers. In this scope the study aims to develop an understanding about the relationship between online shopping and online behavioral advertising and therefore investigates the relationship between behaviour in online shopping and attitude towars online behavioral advertising. As the result, the study suggests that individuals, who shop online for various reasons, tend to have positive attitude towards online behavioral advertising.

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