Behavioral marketing may be next hot online ad tool

03/9/2004 | MediaPost Communications

Search marketing seems to be all the rage in the online ad world these days, but the influx of broadband and rich media are paving the way for contextual and behavioral-based marketing. Behavioral targeting -- in which marketers gauge consumers' Web patterns and advertise directly to them --- only can thrive if the techniques and strategies become a bit more refined, analysts say.

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