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NEW YORK Internet users who click on behaviorally targeted ads are more likely to become customers, according to a new study.
Research from AOL’s Advertising.com found that behavioral targeting ads produce lower response rates than run-of-network placements, but those clicking them more often open accounts or complete a registration form.
In the personal finance category, behavioral-targeted ads drew a click-through rate 56 percent below untargeted ads, yet they had a 90 percent higher conversion rate than untargeted placements.
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