• by John Capone , March 18, 2010

Cookie-based ad targeting has been around for a long time, Gian Fulgoni, Chairman and Co-Founder, comScore, the networking lunch's moderator said by way of introduction, but it seems just to be catching on now.

Oct 12 1999 was the launch of Engage, the fist behavioral targeting ad network, says Dave Zinman, VP and GM, Display Advertising, Yahoo, who was there. "The fatal flaw of Engage," he says, "was that no one wanted to pay a premium for it. The world of search educated the market and they are now willing to pay."

"Behavioral targeting itself has not changed that radically in the last six months," says Jim Larrison, Chief Revenue Officer, Adify but there are a lot more companies doing it.