Systems (490), methods (100, 200), and computer-readable and executable instructions (324, 424) are provided for estimating costs of behavioral targeting. Estimating costs of behavioral targeting can include scoring a topic with a behavioral targeting model (101, 201). Estimating costs of behavioral targeting can also include obtaining a plurality of data items including geographic location information (102, 202). Estimating costs of behavioral targeting can also include detecting (104, 204) and scoring (209) a sentiment from filtered data items regarding a topic within a region (104, 204). Estimating costs of behavioral targeting can include computing a penalty score for the topic in the region in response to the scored sentiment exceeding a threshold (213), (106, 206). Estimating costs of behavioral targeting can include adjusting the topic score in the region according to the penalty score (108, 208). Furthermore, estimating costs of behavioral targeting can include taking an action with respect to advertising based on the adjusted topic score (110, 210).
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