Behavioral advertising has been getting plenty of attention lately for being the next big thing since the advent of contextual advertising. Why are search marketers so excited?
Jennifer Slegg has written an in-depth article on “What exactly is behavioral targeting? This refers to advertising that is targeted to a specific individual based on that user's previous surfing behavior. This is quite different from the more common targeting method of displaying ads matched to the specific content of an individual page or to all users in general. With behavior targeting, this would mean that two people could see vastly different ads when viewing the identical webpage at the same time”.