Limits Of Search Marketing Lead Some To Web Behavior

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Search advertising has proved the effectiveness of matching text ads to user intent, and it’s leading more advertisers to look at linking their display ads to prior Web behavior.

Over half of marketers already use behavioral targeting, while another 31 percent intend to start this year, according to a recent Forrester Research survey. While search uses queries as a direct signal of intent, behavioral targeting relies on Web use to indicate consumer interests.

“Search has proven itself to be so successful, and marketers are interested in translating that same type of activity into other media,” said Shar VanBoskirk, a Forrester analyst.



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