What does Online Behavioral Advertising (OBA) track?

Online Behavioral Advertising (OBA) primarily focuses on tracking a user's online activity and behavior to deliver more targeted and relevant advertisements. This method utilizes data collected from users' browsing habits, search histories, and interactions with different online content to create user profiles. By understanding what types of websites users visit, what products they show interest in, and how they engage with various content, advertisers can serve ads that align more closely with users' interests and needs.

This approach enhances the effectiveness of digital advertising campaigns by increasing the likelihood that users will interact with ads that resonate with their preferences. It represents a shift away from generic advertising towards a more personalized and impactful user experience. The other options, while related to aspects of digital marketing, do not specifically encapsulate the essence of OBA and its focus on online behavior tracking for ad relevance.