quinta-feira, maio 26, 2005: BEHAVIORAL TARGETING GAINS IN FAVOR AMONG ADVERTISERS
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Sixty-four percent of interactive ad agencies surveyed by iMedia and research firm Ponenom Research are currently using behavioral targeting in their client's online campaigns.
Of those who aren't using it, 58% said they plan to do so in the next year. Those who are staying away from the Internet ad-serving tactic said they are concerned about privacy issues.
The findings were made public at last week's iMedia Summit here.
Behavioral targeting is a database-based online ad targeting system that tracks a consumer's behavior on a Web site to determine his or her interests, then serves ads to that person relevant to that interest. Some systems serve the ads to wherever the person goes within a Web site; others can serve the targeted ads across a larger network of Web sites.
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AD AGE
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