There's no reason to be awe-struck by BT. It's true that you can make it complicated if you want-- but it doesn't need to be; however sophisticated it is under the hood, the concept of serving ads to people who've shown potential interest in seeing them is an easy one to grasp, and you don't need a masters in marketing to put it to good use.
Additional resources
Behavioral Targeting Best Practices
Five BT Companies Reviewed
Behavioral Retargeting 101
Return to Introduction
