The final piece that I would like to mention is an advanced use of retargeting. Many forms of retargeting generalize their efforts by retargeting users that did not convert; however, what about the ones that did convert, or the ones that are interested in different types of products that you offer? Segment your retargeting efforts -- including current customers -- remembering that they can be your biggest supporters to help you find new customers. Display different messages and calls to action based on the behavior that the customers have displayed in past campaigns.

Finally, I have one wish for our friends at the leading search engines: Please provide us with the opportunity to use our search engine text ads with a retargeting component. It would also be helpful if you could provide us with the ability to behaviorally target our text ads as an extension to behaviorally targeted banner campaigns, at least on your own properties. We all know that search sits at the bottom of the media conversion funnel.

Final thoughts
There are many more opportunities to apply behavioral targeting technology to areas of digital technologies. I would like to hear where else you have applied it. Simply add your experiences as a comment below.