Not all behavioral targeting involves media buying, Offermatica CEO Matt Roche reminds us. Coming out of Mediapost's own Behavioral Marketing Forum last month, Roche was eager to widen the conversation about BT beyond the hot news about Tacoda/AOL, perennial concerns about scale, and the privacy hot button. Engaging users require a more engaged marketing effort, Roche likes to say. He works with CNet, eLoan, MusiciansFriend.com, among others and thinks marketers need to leverage more effectively the profiles of their own customers at their own sites. We asked him to scratch that surface for us with a few recent examples.