A computer manufacturer I'll call Superior Computer Company wants to target high-potential consumers, so they purchase a "tech savvy" audience. While our tech-savvy consumer is on the network, he sees ads for Superior Computer’s new line of laptop computers.

Our consumer clicks on the ad, views the company’s website and researches the new line. After deciding on the model he likes best, he puts it in his checkout cart and, unlike our last consumer, completes the transaction.

However, the opportunity does not end there, and the company can encourage an additional purchase with the right behaviorally targeted ad.

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