Behavioral Targeting Powers Customized Content And Increased Conversion

June 13th, 2012
With contributors:
Caitlin Souther, Molly Murphy, Dave Frankland


The demand for relevant, individualized website content is on the rise. Applying behavioral targeting (BT) technology to meet these growing needs offers marketers a unique, effective, and promising solution. So why are so few firms using it? Many marketers are confused by loose definitions and misinformation. This report aims to examine the benefit of behavioral targeting and to define its two key constituent methods: rules-based behavioral targeting and algorithmic behavioral targeting.

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