ClickZ: Tacoda Proposes Behavioral Targeting Standards

Tacoda, the behavioral targeting technology firm, started pushing 22 broad behavior categories it has as the seeds of an industry standard. Some targeting firms have been cobbling together different behavioral profiles for each individual client. But advertisers with big budgets tend to be behaviorally conditioned themselves to seek out existing audience slices, rather than spend the effort to invent their own. The 22 suggested segments include groups like golfers and business travelers - audience groups advertisers are already avidly seeking in traditional media.