ADVERTISING BASED ON DETERMINED INTENT ALONG CONVERSION PATH

An advertisement targeting system manages content and advertisements on a website. The system receives a request to place measurement units on a publisher website from a publisher. The system receives a request to purchase an inventory of measurement units from an advertiser to target content or advertisements on the advertiser’s destination website. Further, the system identifies an inventory of measurement units based on an association between the publisher websites with the measurement units and the destination website. Upon identifying the inventory of the measurement units, the system captures user behavior at the publisher websites with the inventory of the measurement units. Further, the system customizes content on the destination website for a user based on the captured user behavior