Web Titans Rush to Accommodate Brand Advertisers

06/13/2007

The Google-DoubleClick, Yahoo!-Right Media, WPP Group-24/7 Real Media and Microsoft-aQuantive deals are all attempts to own the best technology and data-analysis tools for online ad targeting. Spending on behavioral targeting--the online effort to display ads to Internet users based on their online activities--will soar from $575 million in 2007 to $1 billion in 2008. Driven by advertisers' growing enthusiasm for establishing and building brands on portals and other Web sites, that figure will nearly quadruple to $3.8 billion in 2011.
www.eMarketer.com

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