The goal of behavioral targeting in advertising is to deliver personalized content to consumers based on their online behaviors and preferences. By analyzing data such as browsing history, search queries, and social media interactions, advertisers can tailor messages that resonate with individual users. This approach enhances relevance and increases engagement, driving higher conversion rates. Moreover, behavioral targeting helps optimize ad spending by focusing resources on the audience most likely to respond positively, thereby maximizing return on investment (ROI) for advertisers.