A new behavioral targeting approach is provided by the cloud marketing platform BloomReach. The difference to conventional behavioral targeting, which is based on cookies or by analysing search behavior in a short term, is the approach based on data marketing, e.g. described as a trend including a study here.
This is the approach of BloomReach analysing the behavior and intention of users based on gathered data. On the other side the content of the websites of advertisers is analysed to meet the intention of users. The matching of both sides happens by a proprietory technology called Web Relevance Engine. A brief introduction is available by the video below, further information at the website of BloomReach.