US Spending On Behavioural Targeting To Reach $4.4bn
US spending on behavioural targeting will increase to $4.4 billion by 2012, according to a forecast from eMarketer.
The report says that one of the biggest drivers of behavioural targeting growth over the next four years will be online video.
As more video is available online, advertisers will use behavioural to target ads and make their media buys cost-effective.
By 2012, while behavioural targeting will represent just 8.6% of online ad spending, it will constitute nearly 25% of the display ad pie, which includes video.
The recent MediaTel Group seminar looking at the ‘Future of Online’ saw media journalist Ray Snoddy predict that behavioural targeted advertising “could be yet another disruptive technology that takes more revenue towards the online world” (see Social Networking Growth To Settle).