The Digital Marketing Series is supported by HubSpot, which offers inbound marketing software that helps small and medium sized businesses get found on the Internet by the right prospects and converts more of them into leads and customers. Learn more.
We’ve already seen signs of it — targeted ads on Facebook, suggested people to follow on Twitter, even Google Instant seems to know what you’re thinking — but how is behavioral targeting changing the Internet at large?
Here’s how behavioral targeting works: Targeting companies establish an agreement with a publisher, who puts a piece of code on his website. (That publisher must have a clearly stated policy for the consumer to opt out from having data collected.) Then, when you’re browsing the web, the site will put a cookie on your browser, which populates as you surf. (Though one interviewee, ContextWeb, targets based on content and not cookies.) Read more…4 Ways Behavioral Targeting Is Changing the Web by Charles