eMarketer: What Comes Before Search? Behavioral Targeting
eMarketer published a whitepaper on behavioral marketing, showing how it works and how it fits in with contextual placements and search advertising. Most interestingly, it makes the point that behavioral targeting is most likely to find consumers at a stage prior to when they would normally conduct search queries. The paper touches on privacy and data sharing concerns inherent in behavioral marketing, and as with most eMarketer reports, has charts every few paragraphs. MediaPost's account of the whitepaper adds a great deal of industry expert commentary.
