Two developments this week reinforce the idea that the advertising value of a “destination site” may grow to encompass far more than its own ad inventory.

LinkedIn and MTV Networks each announced ad networks that essentially create large pools of ad inventory, including their own sites. The idea is that users of a site like LinkedIn reveal demographic and behavioral data that can help target ads to users who are most interested in the ad subject.

MTV even has a name for the segments, from the press release:

MTVN’s Tribes are anchored by the company’s core digital properties and extend to sites beyond its online portfolio. Each Tribe focuses on a specific demographic group and its shared interests and passions. MTVN hand-selects all partner sites and sells premium, advertising inventory and packages across each Tribe, utilizing extensive capabilities including demo-targeting, geo-targeting, day-parting and contextual targeting.

Here’s TechCrunch’s take on LinkedIn’s program, and MediaWeek on MTV.

One important takeaway, which we outlined in a recent CIR on behavioral targeting (client access only), is that so-called destination sites have a tremendous potential to become major players in behavioral targeting.  Rather than focusing on just the ad inventory of the site, destination sites can become gatherers of user behavioral and demographic data. That means  ad campaigns — and revenue — can reach far beyond the site iitself. That’s what LinkedIn and MTV are doing.