Behavioral Targeting- Not Just For Retailers

"Others who bought this item were also interested in..."

Surely a phrase we've all seen at one time or another. In a time of Amazons and access to more and more items found only in the long tail, behavioral targeting has worked wonders for the obscure items that we wouldn't normally find on our own. And while BT has proven to be hugely successful for the retail industry (from selling vintage clocks to helping you find the perfect car) it has value far beyond just that.

Targeting can be applied to any search made and reacted to accordingly. Russel Shaw points out that behavioral targeting can be used even for the woman who searches for 'books about how to help your child adjust to kindergarten'. Not only could this be useful information to a book retailer to make additional recommendations for reading materials but it could be used by tutorial companies who want to offer their services. It could be valuable to local organizations who could offer after school programs, stores who want to give discounts on back to school supplies... Truely limitless possibilities.

Though these 'twice removed' examples of contextual targeting may still be off in the distance they will eventually be as useful as the targeting practices currently employed.

Get your behavioral targeting 101 here.