Behavioral profiling
What is behavioral profiling?
Behavioral profiling is the automated analysis of a person’s actions, such as browsing, viewing, purchasing, or engagement behavior, to assign characteristics, predict preferences, or classify individuals into groups. Businesses use profiling to personalize user experiences, create audience segments, detect fraud, or deliver targeted advertising. Profiling often relies on large datasets and may involve algorithmic models that detect patterns or trends in user behavior.
Why does behavioral profiling matter?
Behavioral profiling directly influences the content, offers, or recommendations a consumer sees. Because the practice can shape accessibility, fairness, and perceived relevance, privacy laws such as the CCPA impose requirements around transparency and choice. When profiling affects important outcomes, such as eligibility, pricing, or service access, businesses may need to provide notices, opt-out tools, and opportunities for consumers to understand how their information is used.
FAQs about behavioral profiling
Profiling includes analyzing website interactions, viewing history, purchase patterns, engagement data, scroll activity, time spent on content, or similar behaviors to classify, predict, or score individuals.
Profiling is broader. Targeted advertising often uses behavioral profiles, but profiling can also support fraud detection, analytics, segmentation, and content personalization.
Under the CCPA, consumers may opt out of certain profiling uses, especially when profiling significantly affects eligibility, pricing, or access to services.
Models analyze patterns, such as past purchases or viewing history, to suggest similar products, improve relevance, or anticipate future interests.
Not always. Some profiling systems use simple rules or scoring models, while others rely on machine-learning algorithms or predictive models.
Yes. Profiles are based on patterns that may not accurately represent individual preferences or circumstances. This is why transparency and consumer choice are important.
Yes. Businesses must explain when profiling is used, what data is involved, and how consumers may exercise their rights.
It depends. Profiling tied to important decisions is more likely to be high risk under CPPA guidelines.