• ClickZ, Tuesday, November 8, 2005 1:30 PM

Behavioral targeting continues to gain publishing and advertising customers, but a new study shows that advertiser interest is cooling faster than publisher adoption of the ad format. The 24/7 Real Media study says that publisher participation in behavior targeting in the second quarter of the year was 289 percent higher than the fourth quarter of 2004, while first quarter participation was 181 percent higher than Q4 '04. Meanwhile, advertisers spent 129 percent more in the second quarter of this year than the fourth quarter 2004, after having spent 147 percent more in the first quarter of 2005 than the last quarter of 2004. 24/7 is using the fourth quarter as a benchmark because that's when the ad-serving network began issuing reports on behavioral targeting.

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