There are two promises about the web as a marketing tool that remain persistent: the precision of targeting and the accountability of the medium.

The two are related, as they are both made possible by the technology that drives the medium and the collection of data that technology makes possible.

While the downsides of accountability have been well reviewed -- the medium is held to a higher standard; online is only looked at for direct response efforts; every buy is a "test" buy -- the pitfalls of targeting are almost never discussed.

Pitfalls, you say? Is it possible to get too targeted?

The answer is yes. Following are examples of over-targeting, or targeting scenarios that could keep your message from reaching the right people at the right time.

Author notes: Media Strategies Editor Jim Meskauskas is vice president and director of online media for ICON International, Inc., an Omnicom Company. Read full bio.