Behavioral predictors can be a powerful thing, and they've been around longer than online behavioral marketing has existed.

By way of example, it's a well-known fact that people who move into a new house are highly likely to also buy a new car within a couple months of settling into their new home. Car dealerships and auto manufacturers know this, and they often seek ways to reach new home buyers when they move in. It's why you'll see smart car dealerships advertising with Welcome Wagon and other advertising vehicles that reach new home owners.

Odds are your business has similar axioms, where a seemingly unrelated (or marginally related) behavior indicates a higher propensity for buying your product or service. My dad's irrigation business used to align closely with landscapers because when someone in the Hamptons would dump a ton of money into sod, ornamental plantings and specimen trees, it's highly likely they would also want to buy a lawn sprinkler system to protect their investment (duh). While this seems obvious, it's not necessarily obvious to advertise that business online by looking for people who seek local listings for landscapers. Behavioral targeting can do this today.

I call these behavioral predictors. If your business has any, look to see if there are any obvious translations of the behavioral predictor into online behavior. Use the reps at behavioral marketing companies as a resource to help you figure this out. Then, lock in inventory that fits the criteria you identify.