It's clear that behavioral targeting isn't a one-size-fits-all strategy. The more marketers understand their industries, products, services and consumers, the better they can employ behavioral targeting technology to their advantage.

But as Basement Inc.'s Doug Schumacher says, "As much of a fan that I am of the technology, I emphasize that it's important to remember that this is still an idea business. Tracking and targeting technologies are great, but an overemphasis or over-reliance on them can lead people to completely miss the point of what great campaigns are all about. Great campaigns often use technology, but they're never really about the technology."

For more on how specific industries are using behavioral targeting, visit 5 Targeting Success Stories.