This is the most powerful targeting method since it is specifically tailored to user’s known interests, online persona and internet behaviour. The user’s online patterns are saved by their browser as cookies, which help to facilitate well-adapted and audience targeted marketing based on a user’s known browsing history, prior searches and persona. Tracked user data is continuously collected, added and sorted into specific audience segment indexes. Advertisers and publishers use this indexed data to align video placements to match users’ online personas and give them a personally tailored online experience. Segmented data is used as a filter and content will only be presented to users associated with specific targeting parameters. For example; a group of people read an article about the top 10 travel destinations in Europe. They also visit an airline’s website, sign up for their newsletter and carry out searches on Google using keywords like; “Louvre”, “Paris” and “affordable hotels”. These repetitive behaviours demonstrate an active interest in travelling and they become categorised as the perfect target audience for an ad from a French travel agency.