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Retargeting sprang forth from an earlier tactic that involved using an advertiser-side ad server to distinguish between existing site visitors and folks who haven't visited. It then uses that information to allow the advertiser to serve creative to site visitors that is distinct from what everybody else gets.
Strictly speaking, this isn't behavioral targeting, although it tends to get lumped in with the rest of the offerings sitting aboard the BT bandwagon. If you want to get technical about it (and I do), this isn't targeting. It's segmentation.
Behavioral targeting involves actively seeking users who exhibit a specific type of desirable behavior. Behavioral segmentation involves plucking those users out of the universe of people you would be reaching with your ad campaign anyway. Targeting is active. Segmentation is passive. Get the difference?
Next: Contextual Ads: We Can Do Better
