In contrast to traditional advertising selectivity, normally focused on demographics, geography and/or context, Behavioral Networks use online technology to analyze the actions and choices made by individuals -- searching, clicking, pausing on specific pages and so forth -- across a relatively wide range of websites. Complex algorithms then seek to infer from these behaviors the current interests of the individual working the keyboard, and to serve ads that conform to those interests.

Given the gigabytes of available data on specific consumer behaviors, the real value here is the ability to understand what each consumer is trying to accomplish and conceive a strategy to get advertisers favorably involved. Meaningful responses to issues of brand awareness and loyalty, purchase cycles and other behavioral angles can yield significant lifts over "run-of-site" advertising.

Examples include:
24/7 Real Media
AdOn Network
Advertising.com
Blue Lithium
Claria's BehaviorLink
DRIVEpm
Kanoodle
Revenue Science
SpecificMEDIA, Inc.
TACODA
Tribal Fusion
Undertone Networks
ValueClick Media/Fastclick
Vendare/Traffic Marketplace