Keys to a Successful BT Offering:

Reach: Reach is obviously a significant factor for both auto behavior and distribution. When selecting a partner, it is wise to look for a behavioral targeting program that has significant reach for both.

Transparency: With so many partners involved in making behavioral targeting work, it is important to determine that the network is very transparent to ensure that there are no surprises as to where the behavior is being originated as well as the sites where your ad could appear.

Robust Segmentation Capabilities: It is vital to make sure that the behavioral targeting offering you choose is able to work with you to customize a campaign that ensures your messaging is displayed to the auto shoppers you want. Flexible audience segmentation capabilities are imperative.

Optimization Capabilities: It is important to ensure that the behavioral targeting company you chose to work with is committed to making your campaign work at all costs. This means that you should feel comfortable with the level of management your account will get as well as understanding the levers that can be pulled in order to optimize performance against your pre-determined metrics.

Exclusive Automotive Focus: If auto shoppers are your target, it is recommended that when searching for a behavioral targeting solution to select one that is exclusively focused within the automotive vertical. Some companies try to be every solution to every customer regardless of industry and as a result are unable to focus their attention on a very robust product within any industry.