Behavioral targeting can increase publisher yield, according to a study that 24/7 Real Media is expected to release today. The ad serving company collected its results after examining a number of
campaigns conducted in the fourth quarter of 2004, using its behavioral targeting service 24/7 OnTarget. Network Behavioral targeting requires a "carefully formulated taxonomy as well as constant
monitoring and adjustment," the study concludes. It also cites a Starwood Hotels and Resorts' behaviorally targeted online campaign, which achieved a 22 percent increase in return on investment.
-- G. O.
