Splintering of the Consumer Market

Behavioral targeting is based on profiles of consumers that are created through visits to websites. These websites include contents sites, retail sites, blogs and social networking sites. For example, sports enthusiasts can be identifed by visits to ESPN.com or Yahoo Sports. Marketers can use this information to target millions of sports enthusiasts. Serving ads specifically to consumers who have visited a brand’s site, known as retargeting, is also a popular and effective strategy for reaching the right segment of the splintered market.