• by Joe Mandese  @mp_joemandese, February 25, 2010

One of the problems behavioral targeting has is that it is simply too complicated and “highly balkanized,” Rishad Tobaccowala advised attendees at OMMA Behavioral.

Noting that he personally has to spend “two to three hours per week just staying on top of this,” he said imagine what a problem that is for other people in the food chain, like really, really busy clients.

He also criticized the way the behavioral industry continuously coins new jargon and nomenclature that only makes the business more confusing and complicated. He cited two new terms, acronyms, actually â€" RST and BTB â€" and said he heard three more in the last day.