This is the summary of an article in Skyje.com. It talks about how behavioral targeting works and what its benefits are for the publisher, online retailers and users. Here’s the link to the original behavioral targeting article: Optimizing Revenue – The 411 on Behavioral Targeting.
The number of clicks on an online advertisement determines how effective it is. That is why pay-per-click is a standard procedure for pricing online ads. As such, companies strive to produce ads that would generate as many clicks from viewers as possible. This is the summary of the research by Jianqing Cheng and Jan Stallaert. You can get the pdf of the behavioral targeting here: Who Welcomes Behavioral Targeting?