The Pitfalls of Behavioral Targeting

Behavioral targeting has been around since the first dot-com days, but it got really hot again in late 2007, thanks to a few big promoters like Facebook Latest News about Facebook. So, What exactly is it, and does it really work the way it sounds?BT tracks a Web visitor’s browser clickstreams — typically in the last six visits — to predict what the visitor may want in the future, and to target ads, content or products based on those “personalized” past behaviors.The hope is that BT will show the right ad or product to the user who will be most receptive to it. This sounds ideal to advertisers; however, put yourself in the shoes of a user and two huge problems leap out: privacy and quality.

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