Feeling frigid?

Alaska Airlines is testing ad deliveries that draw upon behavioral data, reports The New York Times.

The airline is working with technology vendors, including Proclivity Systems and DesignBox, to gather information on web users. Information gathered includes geography and purchase behavior.

Ads are then served, based on a combination of that data. This could result on two people being offered different prices on the same flight, depending on the likelihood of conversion between each.

Alaska Airlines is also working with Microsoft's Atlas to deliver ads to people that previously visited the airline's site.