Ad targeting, or more generally offer targeting, is an attempt to identify which consumers should be made an offer based upon their prior behavior. Traditional marketers watch for a given “event” in a customer’s life and then aim specific advertisements or offers to the consumer. When a consumer applies for his first credit card, he begins receiving offers from numerous banks for their version of the card. When he purchases a house, he begins receiving offers for loan consolidation, second mortgages, life insurance and aluminum siding. When he has a child, he finds himself inundated with advertisements for everything from diapers and formula to book clubs and, once again, life insurance.