Behavioral targeting popular but complex

09/23/2004 | MediaPost Communications

Online advertisers increasingly want to market their products using behavioral targeting, but it is a complex area that many marketers do not quite understand, publishers and ad executives said at this week's IAB/MediaPost Interactive Advertising World conference in New York. One problem facing behavioral targeting is that the firms providing this marketing approach have yet to develop an industrywide standard for how Web users should be targeted, participants said.

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