Behavioral Targeting (BT) is pretty much the hottest topic I can think of right now. Seriously. It’s up there with Britney Spears’ latest updates (she colored her hair again, in case you’re wondering). Okay, maybe I’m exaggerating just a bit. But BT is doing some pretty big things with advertising. Behavioral Targeting used to be just predicting what consumers intentions were based on past experiences. ValueClick Media recently came up with a different approach to BT that “…uses a predictive algorithm to detach past behavior from future likelihood to click or convert. This forward-looking approach is self-learning and adapts on the fly to data from more than 13,000 publishers and thousands of advertisers.” Pretty impressive I’d say.
What’s your Perspective?