TITLE

Second opinion

AUTHOR(S)
Drayton, Hugo
PUB. DATE
November 2008
SOURCE
Revolution (14605953);Nov2008 Digital Marketing Guide, p67
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the potential of behavioural targeting. It notes that site-side behavioural targeting solutions have proved the potential for improved targeting and effectiveness. An issue with behavioural targeting is the privacy aspects of understanding consumer preferences through their browsing behaviour. Behavioural targeting is anticipated to play an important role in the rise of digital advertising, delivering improved return on investment (ROI).
ACCESSION #
35301883

 

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