One valuable advertising opportunity that arises with affective behavioral targeting is the increased knowledge of what I call the behavioral lifecycle. As users age and change their personal preferences, behavioral targeting can change with users' habits and compensate accordingly.

Convergence will undoubtedly change advertising formats significantly. With marketers able to include interactive components into traditional media outlets while infusing behavioral knowledge and targeting, advertisers must create messages that can be delivered across all platforms. For example, we could see mobile ads that use interactive elements if marketers know the behavioral cluster exhibits a preference for interactive media. For example, online television clips might get longer if advertisers know that their ideal behavioral cluster wants to be educated visually. As the options increase with technological innovations and the convergence trend, it should be interesting to see how everything comes together.

Realistic predictions

• Digital television guides could display programming options based on recently watch TV shows instead of presenting programs in a linear fashion.
• GPS or on-board computers will continue and advance the use of up-to-date traffic information and preferred routes based on user behavior.
• Ideal online video format (pre-roll, post-roll, in stream) will be decided and implemented based on user preference.