Behavioral Targeting Reaches the Billion Dollar Mark

$1.2 billion dollars will be spent this year by advertisers on behavioral targeting released by eMarketer. They estimated by 2008 that the amount will double to a total of $2.1 billion spent on behavioral targeting.

Benefits of Behavioral Targeting

For consumers: Instead of consumers being bombarded with non-related ads, they view ads based on their Web-surfing behavior.

For publishers: Monetize pages that would only get a few ads or only low-value ones.

Disadvantages of Behavioral Targeting

For consumers: Consumers that participated in an eMarketer survey stated that contextual targeting which is placing ads relevant to pages displayed by a viewer.

For publishers: The more narrowed down an audience becomes, the less people the campaign will reach.

However asking what a consumer wants and observing what a consumer wants still may yield different results, which comes to show that there’s a lot to learn about behavioral targeting.