When it comes to behavioral targeting, like anything else, it has its strengths and limitations. It is not and cannot be considered an answer to all problems. Still, it does help to bring a business a little closer to potential consumers with interest in their specific products or services.
Essentially what behavioral targeting does is to give you data on the past patterns of online consumers and surfers. What this does is bring the audience from being "mass" to being a little more specific.
For example, if a parent was buying a baseball glove, it would be known that they had went to certain sites to look at and possibly buy the glove. The problem is that maybe the baseball glove was bought for a son that the next year lost interest in the sport and went on into 
something else.
The result would be that the buying pattern would have been recorded, but changed within the next year. So in the eyes of those that had targeted it, it looks like this particular consumer would still have an interest in baseball gloves and things related to them.
While the past behaviors can be measured quite accurately, present behaviors can change and no longer be part of that consumer's lifestyle.
This isn't a knock at all on behavioral targeting, just a look at it being a part of the overall strategy you implement; not an answer to all your marketing needs.
At this time it is a great tracking device for past behavior but no guarantee of that still being part of the experience of the consumer. Yet, because people tend to change slowly, it does give a more accurate measuring tool than just splattering stuff across mass audiences that could have interests in anything and everything.
People are always changing and the result of that change is that what they did yesterday isn't always what they are doing today. Nonetheless, behavioral marketing is a good tool to use to increase the changes that what you are offering is being presented to the right people. It simply increases the odds.
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