• by Wendy Davis  @wendyndavis, March 22, 2011

Why does targeting online seem so different than targeting offline, MediaPost's Joe Mandese asked panelists this morning. Is it, he mused, because online targeting is more scientific?

Not a chance, says David Jakubowski, CEO of Aggregate Knowledge. “We haven't graduated to something honorable enough to be called science," he says.

Ed Montes, CEO of Adnetik, posited that online targeting seems more threatening because of the medium itself. “To me, it feels more personal to have someone target my browsing behavior” than for a store to send a coupon because of prior purchases.