The behavioral targeting module is represented by behavioral patterns and behavioral filter which comprises these patterns. First of all you should define behavioral patterns by setting the following action parameters (by action here we mean either category visit or keyword search):

# Recency - how long ago the user expressed his/her interest in a certain category or keywords searched for the first time;

# Frequency - how often he or she does this action (eg. category visit twice per week);

# Duration - how long on average does it take him/her to "satisfy" that interest (i.e. how long this session in the defined categories lasts).

   Apart from that you are free to choose multiple categories and keywords that define the user interest.

   During the ad serving Leo collects user behavior history meticulously collecting information on each user visit and keyword searches. Moreover this information is collected across multiple domains since the user IP and ad server cookie are domain independent. The behavior database is dynamically optimized for greater performance. Behavioral patterns are used as search criteria across the behavior database to collect targeted user behavioral profiles.

   Note that no other personal sensitive information is collected except that mentioned above.

   Also note that dynamic parameters such as user gender, age, income, etc. that are provided by users during different signups and account creation can be passed from sites to Leo ad server for a more complete picture of the user profile. Advertisers can then target by these parameters along with behavioral patterns.