• ClickZ , Friday, June 16, 2006 10:32 AM

According to new JupiterResearch, advertisers will almost double their use of behavioral targeting in the next year. Currently, about 13 percent of advertisers use behavioral targeting in their campaigns, but a Jupiter survey says that 25 percent plan to deploy the marketing tactic this year. This begs the question: is behavioral targeting still in the early-adopter phase? It would seem so, especially given the high satisfaction rate among advertisers that have done business with BT firms such as Tacoda, Revenue Science, BlueLithium, and Tribal Fusion. Eighty-eight percent of agencies that used behavioral targeting as part of a campaign were "very or somewhat satisfied" with the campaign's results, according to Jupiter--compared to 56 percent of agencies that did not use BT. An interesting little stat, although the results don't necessarily say that behavioral targeting was the reason for their satisfaction with an entire campaign. To be sure, behavioral targeting isn't for every type of campaign, nor is it suited to any type of advertiser. Amassing traffic is the big hurdle facing BT firms, which attempt to segment publishers' audiences based on demonstrated behaviors. Of course, segmenting audiences means diminishing reach--and advertisers want reach--so the tricky balance lies in not over-segmenting a publisher's audience.

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