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Web ad firms go through behavior modification; Software targets online user habits.(Tech Trends)
Crain's New York Business, November, 2004 by Jain, Anita
Byline: anita jain A Wilson tennis racket ad is served up to a fan of the sport while he's reading a film review on The New York Times Web site. By knowing that the reader clicked on tennis stories in the past, Wilson hopes it has a better chance of getting its message across. Welcome to the world of behavioral targeting-the latest wrinkle in online advertising.
According to the Interactive Advertising Bureau, marketers spent a record $4.6 billion to reach consumers through the Internet in the first half of 2004, and an increasing share of the money is going to ads that capitalize on the ability to track an Internet browser's behavior. Revenues from behavioral targeting are expected to more than double this year, reaching $627 million, and to climb to $934...
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