• by Joe Mandese  @mp_joemandese, February 11, 2008

MediaPost Publisher Ken Fadner got things off to a self-deprecating start this morning, describing the frenzy surrounding behavioral targeting as essentially nothing more than placing cookies to target ads more effectively. That of course is a bit of understatement akin to describing “Moby Dick” as a book about a crazy guy who chases a big fish (okay, a sea mammal). But Fadner saved himself by pointing out that BT is really far more than that prosaic description.

“It’s really code words for a whole new scientific way of target,” Fadner declared, adding that it would be “grafted onto the rest of the media as television goes digital next year.”