Behavioral Targeting: The Future of Online Advertising

Summary

By the time a visitor gets to the purchasing phase, the website's ability to influence the visitor’s decision is diminished. The goal for marketing should be to understand consumer intent earlier in the process and
respond in real time to the visitor’s needs.

This article discusses the pivotal trends driving the use and evolution of behavioral targeting, its value for online advertisers, and the business implications of delivering relevant content on key metrics such as retention and conversion in travel.