Doug Chavez, senior manager for digital marketing at Del Monte Foods opened OMMA Behavioral on Thursday to talk about how brands look at behavioral targeting.

He threw out some stats: 43% of consumers are aware of the term "behavioral targeting." 64% would choose to see only ads that are relevant to them. And, 51% are uncomfortable with advertisers tracking browsing history.

He says BT has value for everyone. It helps brand marketers understand of their customers. Allow agencies to get better results for clients. Give publishers the ability to segment content to the correct type of consumer.

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