As convergence continues (and it will), advertisers need to become more knowledgeable about their targeting options as more alternatives develop. As I alluded to before, I foresee that targeting options -- especially behavioral targeting -- will become crucial technological developments in the minds of marketers.

Before delving into the possible adaptations of ad targeting in an all-digital world, I would like to explore how behavioral targeting should be considered on a wider spectrum. In a converged world, we will have the opportunity to spread our marketing messages beyond the simple use of text ads and display opportunities. Now advertisers can use behavioral targeting to gain exposure for our messages on richer media, such as interactive TV. Advertisers need to consider alternative ways to develop their ads based on user preferences. Whether it is text-only, an interactive survey or streaming video clip, users have penchants for particular formats that can be uncovered through behavioral targeting and incorporated into marketing strategies.

I predict that behavioral targeting will increasingly be incorporated into marketing plans as various media outlets converge into one digital world. Marketers will be able to track individuals or user clusters across their favorite TV shows, travel habits through their car's GPS or obtain their video game proficiency through in-game advertising.

This might sound scary, but targeting is anonymous, and marketers should still adhere to strict privacy policies and only create user profiles/personas on which they can base their marketing decisions.