Behavioral Targeting: It’s What Comes Before Search

A complimentary white paper from eMarketer and WSJ Online…eMarketer projects that by the end of next year, behavioral targeting will reach $934 million and will account for 8.3% of all online advertising spending — that’s compared to $627 million and 6.9% projected for this year.

The paper looks at how behavioral targeting works, the relationship between search and behavioral targeting, and the challenges associated with making it effective.

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