I was found a good article for online marketing trends. Recently released study from Marketingsherpa shows Behavioral Targeting is finally making inroads generating next best results in terms of Return on Investment to contextual advertising.
Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made (which is found using tracking cookies) to select which advertisements to display to that individual.
The Three kinds of Behavioral Targeting as below
1. Based on website/web page visited.
This type of Behavioral Targeting develops behavioral segments by finding users who have gone to specific web sites that have very targeted content. For example students who frequent Job websites like Naukri or Monster would become part of the “Job Seekers” segment.
Then, these users are re-targeted when they are found on other more general content type sites.
2. Based on keyword searched or content that was read.
This type of Behavioral Targeting develops behavioral segments by finding users who have searched for product using specific keywords.
3. Based on past visitors to your website.
This type of Behavioral Targeting creates behavioral segments of users who have visited the web site and monitors visitor response to site content and conversion.
(Source: Ideas Mark It)