Behavioral Targeting to Grow

With the effective mixing and mining of audience data becoming increasingly important to online advertisers, the role of behavioral targeting has grown more central, according to eMarketer.

To give behavioral targeting some perspective, 14.2 percent of all display ad spending in 2010 will use some form of consumer behavior data indicating interest or intention to target ads.

By 2014, nearly one in five display ad dollars will be linked to behavioral targeting. Display advertising includes banners, rich media and video units.

U.S. online display ad spending with behavioral components that look at audience interests and intentions will reach more than $1.1 billion in 2010.

Behavioral targeted ad spending will rise to at least $2.6 billion by the end of 2010.

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