Adaption to a consumer’s behavior was examined in 5 design-oriented publications, but only once in a survey and in no social science experiment. As it is difficult to control for behavior, this would explain why this criterion is not used in social science experiments in the field. In surveys, one has to ask for self-stated potential behavior, which may lead to statements that do not reflect real behavior (as has been revealed, for instance, in publications putting forward the privacy paradox (e.g., Norberg et al. 2007)); accordingly a survey might not be the research strategy of choice if the aim is to investigate behavioral advertising. The low use of ‘need’ as an adaptation criterion for LBA might be due to the fact that it is difficult to capture information on a user’s needs in a mobile setting without asking the user for self-stating his/her needs.