Online marketing is so much more measurable than its traditional counterparts that we can measure just about everything. But even with all different kinds of technology at our disposal, we are all still trying to figure out how to best use it to our advantage.

In addition to increasing clickthrough and conversion, behavioral targeting (BT) can show us many things about our campaigns-- and new advances are made in this area seemingly every day.

Let's look at the differences between on-site and cross-site BT, how you can use what you learn from BT to guide your traditional campaign (really!) and what new targeting technologies are coming over the horizon.

Author notes: Pam Stein is the CEO of Charlotte's Web Marketing. Read full bio.