This is the summary of an article by Amanda Green. It discusses behavioral tracking as a better way of segmenting consumers with deeper granularity and unmatched precision. Here’s a link to the original behavioral targeting article: Behavioral Tracking: Knowing Customers on a Deeper Level.
This is the summary of an article by Kraig Koch. You can find the original behavioral targeting article here: Regulatory Efforts and Best Practices for the Online Behavioral Advertising Industry
Online behavioral advertising serves as a main component for online marketing, gaining widespread popularity but at the same time, getting lots of critcisms from privacy advocates. A Wall Street Journal report published in 2011 indicated that consumers were “Very alarmed” when they found out companies and advertisers were tracking their online behavior.