What is the primary focus of Interest Based Advertising (IBA)?

Interest Based Advertising (IBA) primarily focuses on utilizing historical user data to predict ad preferences. This approach involves analyzing past behaviors, including browsing history, purchase patterns, and interactions with content, to understand what types of products or services a user is likely to be interested in.

By leveraging this historical data, advertisers can deliver targeted advertisements that align with an individual's interests and preferences, ultimately leading to higher engagement rates and more effective advertising campaigns. This method contrasts with other advertising strategies that may focus solely on immediate context, such as geographic data or real-time user actions, which do not comprehensively capture the holistic view of a user’s interests over time. IBA enables advertisers to create a more personalized experience, enhancing the relevance of ads served to users.