BT To Spur Investments In BI

In the next two years expect behavioral targeting (BT) to spur massive business intelligence (BI) investments, says Young-Bean Song, senior director, Atlas Institute, Microsoft.

Other things to expect:

1) New conversion attribution ROI reporting rules and greater ROI for display ads

2) Traditional media metrics for every media proposal

3) Brand advertisers will hold publishers accountable for delivering on their forecasts

4) Trends for larger and more expensive ad units to entice brand budgets

5) Brand dollars will finally follow the eyeballs.