Online consumer behavior continues to get more complicated as consumers spend more time online. Technology promised to make it easier, but some would argue to the contrary. Experian Hitwise, the online measurement service from Experian Marketing Services, hopes to close that gap with the launch of audience targeting tool AudienceView.

History shows that attaching the term "behavioral" to just about anything is not going to turn out well. The original behaviorist made this mistake and got banished to the ad world.

Marketers agree customer data drives marketing decisions. Good thing because advertisers continue to collect mounds of it from mobile, search, social media and more. The problem remains marketers fail to use it properly, according to a recent study.

The paid content platform Press+ defends the potential for subscription revenue against a recent and discouraging Pew study on the gap between print and digital ad sales for the segment. It says people do and will pay for content they regularly use.

Real-time optimization and ad technologies that pull information from databases to serve up advertisements or trigger events like text messages will require companies to rethink IT infrastructures.

In all of the controversy surrounding Google's new unified privacy policy this week, did Big G even bother offering us a vision of what rich user profiling could do to serve consumers in new and better ways? This is the industry leader?

I'm wondering: As more people use smartphones for business-related searches that might become inapplicable in the future, what percentage of audience segments is built from inaccurate search signals? Aside from skewed audience segments, will the percentage of irrelevant targeted ads rise as more people rely on smartphones?

"Big data" was the dominant trope throughout this week's OMMA Data & Behavioral show. But it was fascinating to hear our speakers discuss, again and again, how data needs to be used judiciously, in concert with creative intelligence and consumers.

Lotame plans to announce Wednesday the launch of a platform that optimizes audience segments against campaign goals. The platform, Goal-driven Optimized Audiences (G.O.A.L.), analyzes the behavior of consumers each time they see or respond to a campaign.

Mobile applications are a mystery to some. Even developers and experienced programmers seemed surprised to find applications copying data from address books in smartphones, where sensitive data gets kept. It's too easy to capture personal identifiable information, even when keeping security in mind.