Behavioral data is information about how individuals or groups behave or interact with a product, service, or environment. In advertising and marketing, behavioral data can be collected from various sources, such as website analytics, social media interactions, or surveys, and can provide valuable insights into customer behavior and preferences. Behavioral data can help businesses to understand how their customers engage with their products or services, what motivates them to make a purchase, and how they can improve their offering to better meet their customers' needs. Behavioral data can be used in conjunction with other forms of data, such as demographic or psychographic data, to create a more complete picture of an audience.