ClickZ: Behavioral Targeting Beyond the Network

Pete Lerma points to Claria's new BehaviorLink service, along with aQuantive's DRIVEpm, as examples of why behavioral targeting is a natural for media networks that extend across multiple sites. The services attempt to target individuals by linking them to behaviors and areas of interest they've been exhibiting across their web surfing. Single-site based behavioral targeting systems suffer from a single-site myopia, unable to get all the data that might tell them that user X was looking at content Y on the sites leading up to his presence on the relevant page.