Behavioural targeting is the process by which digital ads are served (delivered) to individual users based on their previous online activity (e.g., pages visited, content viewed, searches, clicks and purchases). Patterns of online activity are used as data to define segments of interest to an advertiser. For example, an "auto intender" might reveal his interest in buying a car by consuming a lot of automotive content and browsing the sites of auto manufacturers in a relatively short period of time. Behavioural targeting usually uses anonymous, non-PII data. Originally developed for digital publishers as a means of monetizing unsold ad inventory, behavioural targeting grew quickly to be a staple of direct response, and now brand, advertisers online. The creative messaging in most behavioural targeting campaigns takes account of the segment definition with relevant context and calls to action. Behavioural targeting is also referred to as behavioural profiling, interest-based advertising, or online behavioural advertising, among other handles.