Oh, Behave!

Tsai, Jessica
January 2008
CRM Magazine;Jan2008, Vol. 12 Issue 1, p24
Trade Publication
The article discusses the growing use of behavioral targeting (TB), targeting strategies and obstacles to behavioral targeting. A survey showed that 16 percent of online advertisers were using behavioral targeting. BT often relies on HTTP cookies to track consumer behavior. Major obstacles to TB are failure to utilize IP information due the discrepancy of shared computer and customers' reluctance to view pop-up advertisements.


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