Determine site suitability.
Behavioral targeting isn't effective or suitable for every Web site. Sites that offer differentiated and unique content work best. An example could be well defined sections of content for travel, shopping, and sports. These are great sites to target because they can effectively track category behaviors and use the information provided to provide results for advertisers.
The author goes on to list details on how to make behavioral marketing successful, which won't be listed here because of blog respect and copyright laws.
Should be an interesting read--if you are into this type of business.