eMarketer reports how many marketers are focusing on behavioral online advertising to better target their audience.
As mass-market advertising loses some of its power in the face of an increasingly fragmented audience, online ad targeting is gaining in popularity. It comes in many forms, but behavioral targeting, in which ads are served based upon a user's actions and choices on a site or network of sites, is growing particularly strongly. Spending on behavior targeted online advertising is likely to exceed $2 billion by 2008.
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