Behavioral surplus

Behavioral surplus refers to the additional value and data that companies gather about individuals based on their online actions, preferences, and behaviors. This information goes beyond basic personal details and includes insights like browsing habits, click patterns, and search queries. Companies often analyze this surplus data to better understand users, target advertisements, and influence choices. Essentially, it's the extra information collected from user behavior that helps businesses optimize their services and marketing efforts, turning activity data into a resource for personalized experiences and profit.