eCPM segment trends, and trends in behavioral targeting impressions served.
eCPM segment trends
eCPM, which varied widely by segment in Q4 2004 and to a slightly lesser extent in Q1 2005 as well, showed much smaller disparity by the end of Q3 2005. Currently they are clustered in a fairly narrow and easily discernable band. The atypical eCPMs, seen early on in segments such as Techies and Entrepreneurs, have not been repeated. While eCPMs for such segments are typically above the average, the expectation is for the current leveling process to continue going forward as knowledge and understanding of behavioral targeting grow, and as the market learns to attach realistic values to behavioral targeting impressions served to particular segments in context. Greater predictability also means the initial set up and target outcomes of behavioral targeting campaigns will be much easier to plan for in the future.
Trends in behavioral targeting impressions served
Initial behavioral targeting growth started quickly between Q4 2004 to Q1 2005, with the number of behavioral targeting impressions served growing by 50 percent. After that there was an onset of rapid growth in Q2 2005, followed by a leveling off in Q3 2005. As results come in from these initial programs, we fully expect to see another round of rapid behavioral targeting growth.
Next: CTR trends in behavioral targeting and impression volume by segment.