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For Interactive Marketing Professionals

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November 24, 2008

Behavioral Targeting

Establishing High Performance in a Shifting Market

by Emily Riley

with David Card

This is an excerpt

Executive Summary

Nearly one-quarter of online marketers now use behavioral targeting (BT), but face several problems. Publishers and advertisers have no common way to classify behavior or share data collection across providers. Additionally, consumer advocacy groups are demanding privacy standards to regulate data use.

TABLE OF CONTENTS

itemExecutive Summary

itemBT Gains Favor Among Marketers and Does Not Scare Audiences

itemIncreasing Use of Ad Networks Will Enable BT, While Taxonomy and Data Management Challenges Remain

itemPublishers, Marketers, and Providers Must Standardize Through Exchange, Warding off Regulation Through Opt-in Plans

itemCase Studies

itemReport Methodology

This is an excerpt

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ALSO OF INTEREST

RESEARCH CATEGORIES

Analyst

Emily Riley

Technology

Marketing & Advertising, Interactive Marketing

Geography

Asia Pacific, Europe, North America