How behavior can help reach a target audience

01/23/2007 | Advertising Age (tiered subscription model)

Behavioral targeting is helping reshape online campaigns for marketers, for those products where it makes sense to target consumers by shared interests, rather than by demographic. The category, whose costs can run 20% to 30% higher than typical online ads, is projected to reach $1.5 billion in 2007, according to eMarketer.

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