Google has filed for a behavioral targeting patent which could be one of the best contextual targeting approaches in all digital media bringing lots of volume and value to advertisers. By using behavioral clues seen in search history such as user’s location, gender and purchases, usage of different web and desktop applications, behavioral profiles will only get richer. These rich behavioral profiles will allow advertisers to target more effectively by matching a message to a user’s intent rather than only the content they view.

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