Behavioral targeting is the use of a person’s observed actions (pages viewed, searches, cart activity, purchases, email and app engagement) to predict what they will do next and to tailor ads, offers, messages, or on-site content to match.It can work. The evidence for that is real. But the confident numbers attached to it (“20x ROI,” … Continue reading Behavioral Targeting Strategies: What Drives ROI (and What Doesn’t)