Abstract: Targeting potential consumers for marketing purposes involves receiving an indication that a particular user interacted with a particular rich media advertisement in a particular manner. The ability to monitor more user interactions with an advertisement, such as a mouseover of a certain panel of a rich media advertisement, provides for better differentiation among users' interactions with advertisements and more information about a user's behavior generally. An association between the interaction and user profile information is stored, where the profile information is about the particular user other than that user's interactions with the rich media advertisement. Consequently, important information that is useful for behavioral targeting is generated and compiled without having to follow the user to websites from links within advertisements.