• by Laurie Sullivan , Staff Writer @lauriesullivan, July 30, 2009

Young-Bean Song, senior director, Atlas Institute, Microsoft, lays out his view on the purchase funnel and pinpoints the best time to trigger behavioral targeting at about 12.5 days before the consumer purchases the products.

He explains the processes during OMMA Behavioral session: The Power of Translation â€" Trading in “Behavioral Targeting, Click-Throughs and Conversions” for “Targeted Reach, Engagement and ROI.” He says that while search and affiliates deliver the consumer to the brands, consumers might begin searching for information on the product at photo sites and social networks three weeks prior to the purchase.