Mobile devices are the most per­sonal of media devices. We carry them with us con­tin­u­ally, let them inter­rupt our power lunches, and go to bed at night with them by our sides. We per­son­al­ize them with wall­pa­pers and ring­tones, and fill them with our slice-​of-​life pho­tos and our favorite tunes. We Tweet and update our Face­book status.

For adver­tis­ers, mobile devices are the dream medium. For the right gim­mick, we eagerly enter into rela­tion­ships with mar­keters, vol­un­teer­ing per­sonal infor­ma­tion that can even include our exact loca­tion. Adver­tis­ers can catch us with coupons and spe­cial offers as we’re stand­ing in the retail aisles try­ing to decide on a pur­chase. And we click on mobile ads at a much higher rate than reg­u­lar web ads.

The sec­ond part of my three-​part series on behav­ioral tar­get­ing — “Mobile adver­tis­ing: Per­son­al­iz­ing con­tent for a greater pay­off” — is live on Dig­i­tal Media Buzz this week.

The final part of the series looks at the future of behav­ioral tar­get­ing, includ­ing a look at explod­ing RFID-​powered mar­ket­ing, Facebook’s big move, and the part com­mer­cial dig­i­tal agents play in Web 3.0.

Tagged as: behavioral advertising, behavioral marketing, behavioral targeting, Mobile, urbanspoon, web privacy, Web trends