Behavioral Targeting: Marketing 101 Meets Web 2.0

Summary

Customer experience with a brand is the competitive battleground of today’s economy and the key to long-term profitability. This Spotlight takes an in-depth look at the business opportunities and implications of delivering personally relevant content and at the technical approaches companies are using to this end. It examines the benefits of personalization, defines behavioral targeting, identifies factors driving and inhibiting its use, and explores why behavioral targeting is critical in travel.