Twenty-six percent of European advertisers used behavioural targeting technology in 2008, a new survey has found.
According to a new report by Forrester, the number of advertisers using the technology was up 10% on 2007.
Marketers’ use of behavioural targeting has grown quicker than other targeting methods because of an increased awareness of the technology, with 58% likely to run behavioural campaigns in 2009, Forrester found.
Nate Elliot, Forrester analyst, said, “Vendors have increased the visibility and availability of behavioural targeting in Europe. Numerous vendor launches over the past few years have raised both the profile of behavioural targeting and the availability of behavioural targeting technology.”
Recent research from ad technology firm Burst Media found that most web surfers are not happy with having information collected about them to receive more tailored ads (see Web users not happy with online behavioural ads).
Last year, eMarketer forecast that US spending on behavioural targeting would increase to $4.4 billion by 2012 (see US Spending On Behavioural Targeting To Reach $4.4bn).
