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Several Web publishers, including iVillage and CBS MarketWatch, are hoping to unlock more ad dollars by offering marketers the option to serve ads based on a consumer’s past surfing behavior.
The practice, called “behavioral targeting,” is gaining in popularity as companies such as Tacoda Systems and Revenue Science woo publishers with services that help sites serve ads based on a user’s actions over time. New York-based Tacoda last week struck deals with Primedia’s About, BusinessWeek Online and iVillage.
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