Wall Street Journal Today published an article named More Web Sites Plan Ads Based on What Users Read. This article discusses the ability for advertiser buyer to say, I want to target this type audience and the Web site owner can say, you can target this type of audience on this section of this site. There is more of a human touch involved with this compared to contextual ads but the concept remains the same. Deliver targeted ads to likely consumers.
"We look at [behavioral targeting] as just one more piece of the overall marketing pie," says Scot McLernon, executive vice president of sales and marketing for MarketWatch.com Inc.