5 Steps to Using Behavioral Targeting Effectively

It's your job as a marketer to educate and reassure consumers that behavioral targeting can benefit them. It’s about providing a service, not spying on their every move. Whether you focus on site-side or behavioral ad targeting, respect your customers and ensure their privacy.

Akin Arikan is the director of product marketing and strategy at Unica, a Waltham, Mass.-based provider of enterprise marketing management. Akin can be reached at aarikan@unica.com.