• by Gavin O'Malley , Staff Writer @mp_gavin, February 25, 2010

How big is behavioral going to be? EMarketer recently estimated that U.S. online advertisers will spend about $2.6 billion by 2014 on behaviorally targeted advertising -- up from more than $1.1 billion this year.

Perhaps a better question, however, is, “Why is it (going to be) so small?” says Rishad Tobaccowala, a member of the Management Board at VivaKi, and head of Publicis’ Denuo unit.

Tobaccowala wants to make sure that eMarketer’s projections fall far short.