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Behavioural targeting — the process of targeting the most relevant people at the best possible time — is perceived by proponents as an all-around win. Properly executed, it serves ads to highly-qualified individuals instead of vague demographic groups. This means advertisers get higher conversions, publishers don't have to focus on drawing the interest of a favorable but nebulous group, and users see more relevant advertising.

But for behavioural targeting to work optimally, it cannot be confined to a single platform. It must track user activity web-wide, not just within a given website.

Read the full story in MarketingVOX