(Length: 8 pages)

March 10, 2006

The Reality Of Behavioral Ad Targeting

by Shar VanBoskirk

with Elana Anderson, Sally M. Cohen, Jennifer Joseph

Executive Summary (This is a document excerpt)

Several factors, including the success of search marketing, the scarcity of quality online media, and technology improvements, have awakened marketers to the opportunity of online behavioral targeting. And, it's a win-win for marketers and publishers. Marketers that aren't already using behavioral targeting should be — it increases click-throughs and improves conversion rates. Publishers with broad reach should leverage their data to merchandise behavioral profiles of their users and generate higher CPMs for their inventory. Forrester believes that the widespread adoption of behavioral targeting is imminent and will cause search engine marketing agencies (SEMs) to expand their current offerings and catalyze the rebirth of the online marketing suite.

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