David Hallerman is bullish on BT. In his new report from eMarketer, "Online Ad Targeting: Engaging the Audience," the senior analyst for the research firm predicts that spending on behavioral campaigns online will more than double from last year's $925 million to $2.1 billion in 2008....

As it's often described and understood, behavioral targeting models the consumer as a passive "prey" to be "captured" by its advertiser captor. Against this model, t:m interactive founder Jim Hering argues for a more customer-oriented view of the targeting transaction, one in which the role of advertisers becomes to use analytics to learn more about what customers want.

No one understands the nuances of consumer behavior quite as extensively as the automobile industry. Buying a car is the perfect expression of how complicated consumption can be, a mosh of need, practicality, desire, status seeking, and personal identity wrapped up in a single big-ticket buy....

40 or so years ago, two mostly distinct groups of marketers stood at the cutting edges of an advertising world....