Behavioral Ad Targeting

When it comes to marketing, there is a wide range of goals that marketers pursue such as acquiring new customers, ROI, improving customer longevity, increasing wallet share, increasing program response rates, reducing target marketing costs and so forth. Marketers have been successful in pursuing these goals mainly direct response goals not branding ones through contextual, behavioral, geographic and search online ad targeting. Advertising.com does an ongoing survey of U.S. web publishers and found that in 2005 19.2% of respondents cited that branding was a main objective of advertisers and this year it’s a 41.5% objective.

So even with ads generated by search engines, which is more of a direct response medium, the target objective is branding. Behavioral targeting is just one of the upcoming services that allows for these goals to be met.