IMedia: behavorial targeting and advertising effectiveness

Bill Grossman, behaviorial marketing services CEO has a piece in iMedia Connection today about behavioral targeting anbd online advertising.
Some quyotes:
“Behaviorial targeting is the mirror image of keyword search. Where search brings a single user to a variety of relevant advertisers, behavioral targeting brings a single advertiser to a sizable audience of relevant prospects.
(snip)
“By coupling standard behavior with the behavior of the at-work online audience, advertisers can even target ad campaigns to specific job functions, industries or companies. That means an enterprise software company advertising on WSJ.com can be assured that their ads reach only CTOs, CIOs and others who have the greatest say in the decision to buy their products. And because this targeting is done at the campaign level, the company can build loyalty over time…”