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Behavioral targeting

Posted by Michael Bloch in web marketing (Sunday April 23, 2006 )

Behavioral targeting is nothing new, but when the related buzz was first flying around the Internet some years ago, it carried with it a lot of negative media coverage. In 2006, it appears that the reputation of this marketing strategy has improved somewhat and it’s again become a hot topic – for the right reasons.

eMarketer estimates that marketers will spend $1.2 billion on behavioral targeted advertising during 2006 and in two years it will surpass the $2 billion mark. Some of the companies who provide behavioral advertising products boast response rates up to a couple of *thousand* percent higher than other forms of online advertising – but of course they would :).

So what is behavioral targeting? While usually the realm of companies with big budgets, is there anything that those of us with smaller budgets can do to improve our marketing based on user behavior?

Learn more and pick up a couple of tips in my new article on behavioral targeting.


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