Internet-based advertising, also known as targeted advertising or online behavioral advertising (“OBA”), refers to the practice of using information about users’ online activities to display advertisements relevant to their interests and preferences. This process may occur without users fully understanding how their browsing information is collected and used. It enables businesses to deliver advertisements based on browsing patterns and potential customer interests. Many people searching for products or services online have encountered advertisements related to websites they previously visited or products they explored.

One commonly used technology in online behavioral advertising is “cookies,” which are small text files placed in a user’s browser by a website server. These files help websites collect and share information about browsing activities. Depending on their purpose, cookies may also store session identifiers, login preferences, and information about items placed in an online shopping cart. When websites participate in the same advertising network, cookies and similar technologies may be used to recognize browsing activity across multiple platforms. For instance, a person visiting a travel booking website might later see travel-related advertisements while reading articles on a news website. Although users can manage their privacy preferences, restrict tracking, or delete cookies through browser settings, certain persistent tracking methods, sometimes referred to as “zombie cookies,” may recreate identifying information after deletion.

Interest-based digital advertising is becoming more widespread, and awareness of online tracking practices continues to grow among internet users. Some privacy advocates view behavioral advertising as intrusive because it involves collecting information about browsing habits and online interactions. However, at Webroot Antivirus, we believe that responsible advertising practices can be appropriate when supported by transparency, suitable privacy protections, and respect for user preferences.