Internet Advertisers Must Narrow-Focus, Says Survey

The Internet’s promise of being a one-to-one targeting medium is still several years off, according to Jupiter’s latest analyst report, Targeted Media: Reality Check On the Road to One-to-One Marketing.

Evan Neufeld, online advertising analyst, says the high infrastructure costs of online databases in addition to limited advertiser demand are the biggest limits. However, publishers that invest in one-to-few ad technologies now will enjoy the greatest return in the interim from advertisers, and be well positioned as the market evolves, he says.

Jupiter Communications specialises in online marketing and research.

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