Targeting the future

12/28/2005 | Forbes

Behavioral targeting works, says Yahoo! chief data officer Usama Fayyad, citing internal focus group results that suggest click-thru rates for some behaviorally targeted ads can be 200% higher than those for typical banner ads. According to Parks Associates analyst Harry Wang, about 15% of big and medium-sized interactive advertisers experimented with behavioral advertising in 2005, up from 5% in 2004.

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