Myth #1: All behavioral targeting technologies are set up equally
Reality: Every publisher works within its own definitions. What one considers to be users engaging in "car-related searches" may be completely different from another. It is important to get a clear idea of how each publisher defines a target market and take this into account before solidifying which behavior groups should be targeted. There is certainly going to be overlap among publishers, but it is up to advertisers to establish their own parameters about who should be included within each behavioral bucket. This requires thorough research prior to making a buy and gathering specifics on each publisher's capabilities for an accurate comparison.

Myth #2: You can reach all of your audiences through behavioral targeting
Reality: Creating messages around behavioral data is a smart marketing tactic, but it should not allow advertisers to think that they can be everything to everyone. Marketers need to be cautious not to target too narrowly and instead consider using BT in tandem with a more general media buy. Also, there is always going to be a certain amount of drop-off, and marketers will never be able to track and target everyone. Advertisers are best off targeting the user behaviors that are most likely to convert for them, and then investing resources in developing creative that speaks to these groups.