Which of the following best describes the purpose of online behavior tracking cookies?

The purpose of online behavior tracking cookies is primarily to facilitate the delivery of targeted ads. These cookies gather data about a user's browsing habits and preferences, enabling advertisers to tailor advertisements to specific audiences based on their past behavior and interests. By analyzing this information, marketers can present ads that are more relevant and engaging to individual users, ultimately improving the effectiveness of their advertising campaigns.

Targeted advertising is essential for optimizing ad spend, as it allows advertisers to focus their resources on users who are more likely to convert, increasing the return on investment. This approach also benefits users, as they may see ads that align more closely with their interests and needs rather than irrelevant or generic advertisements. Through the use of behavior tracking cookies, the online advertising ecosystem aims to create a more personalized experience for users while enhancing the effectiveness of marketing strategies.