Targeting is a part of online marketing and its objective is to address a specific audience as precisely as possible. In order to minimize scatter loss and increase conversions, targeting requires a precise analysis as well as an accurate definition of the target audience. Different techniques can be used to achieve the best possible results. The most simple form of targeting is contextual targeting, where ad placements are selected based on a website’s content. For example, when ads for kitchen utensils are displayed on a website about cooking. Keyword targeting is another strategy. Keywords are defined in advance and when users enter these keywords the corresponding ads are displayed. Behavioral targeting is the newest form of targeting and it is used to deliver ads based on the user’s behavior. For this purpose, user profiles are created with anonymously collected data and assigned to specific customer groups.