Interest-Based Advertising (IBA) refers to the practice of delivering advertisements to users based on their online behavior, interests, and demographics. This is done by collecting data about users through various sources, such as websites they visit, apps they use, and content they interact with, and using that data to create profiles that reflect their interests. Advertisers can then target advertisements to users based on these profiles.
IBA is used to make advertising more relevant and engaging to users by showing them ads that align with their interests. This type of advertising can be delivered through various channels, including websites, social media platforms, and mobile apps.
While IBA can be an effective way to deliver targeted advertisements, it can also raise privacy concerns. Some users may feel uncomfortable with the amount of information that is being collected about them and the ways in which it is being used. To address these concerns, many companies offer opt-out options and allow users to control the data that is collected and used for advertising purposes.