You'll need to take this with a pinch of salt, as the study's been funded by companies selling behavioural targeting, but Adweek reports : New research casts doubt on the long-held belief that advertising is most effective when placed near content related to the product. Product ads displayed...
Guy Phillipson, the IAB's chief executive : Predictably TV is still king, but online clearly performs well – especially on the key ‘trust’ metric – so it’s important that that FMCG advertisers allocate greater proportions of their media budgets online in order to fully...
Yahoo have taken behavioural targeting (defined here and here ) one step further with Smart Ads . As Adweek reported last month , Smart Ads: automates the creation of banner ads, allowing advertisers to run potentially thousands of permutations tailored to user behavior. The rich media banners are created...
Andrew Walmsley, co-founder of i-level , on the impact of behavioural targeting : Publishers are using behavioural targeting to create individual profiles of visitors to their site. So a reader who has visited the motoring section of The Guardian website twice in the past month might be shown a car ad...
Clare Goff with a good overview of behavioural targeting and its current state in the UK . Behavioural targeting is evolving. Initially it gave online publishers a means to follow their readers as they travelled across sites within their own networks, and sell them ads according to their behaviour. So...
