JupiterResearch Reports Behavioral Targeting Is Transforming Effectiveness of Online Advertising Campaigns; One in Four Online Advertisers Will Be Using Behavioral Targeting By 2007

Business Wire, June 14, 2006

NEW YORK -- JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, reports that advertisers and agencies that have tested early online behavioral targeting services are yielding positive results. Detailed in a new report, "Effective Targeting," JupiterResearch estimates that one in four online advertisers will be using behavioral targeting by 2007.

"While behavioral targeting is still a new form of targeting for online advertisers and content publishers, early adopters are demonstrating its significance, especially advertisers with long purchase cycles," said Emily Riley, Analyst at JupiterResearch and lead author of the report. "Now is the time for publishers and service providers to capitalize on advertisers' optimism and offer a behavioral targeting solution."

Service providers work with both advertisers and publishers and provide a layer of technology or expertise that enhances the advertiser / publisher relationship. Currently there are two popular forms of behavioral targeting: extended content targeting and purchase intent targeting. Extended content targeting focuses on a displayed interest of a group of people and allows advertisers to target people with this interest while they are viewing other types of content. Purchase intent targeting is employed by advertisers to define an audience at a certain stage in a purchase or conversion cycle.

When questioned about the effectiveness of online advertising campaigns, JupiterResearch reports that 88 percent of advertising agencies that have used any type of behavioral targeting in the past 12 months are "very or somewhat satisfied." Only 56 percent of agencies that did not use behavioral targeting are "very or somewhat satisfied" with their advertising efforts over the past 12 months.

"Online advertisers are using behavioral targeting to uniquely build their brand, drive direct online sales and meet advertising goals," said David Schatsky, President of JupiterKagan. "As service providers and publishers develop their behavioral targeting offerings, advertisers must keep their specific goals in mind when selecting which service provider to engage."

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For additional information on this report or JupiterResearch's Marketing and Advertising research service, visit www.jupiterresearch.com or contact Kieran Kelly, Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupitermedia.com.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com. JupiterResearch is a division of JupiterKagan, Inc.

About JupiterKagan, Inc.

JupiterKagan, Inc. was formed in 2006 from the merger of JupiterResearch and Kagan Research, two companies providing thought leadership, research and advice in the domain of the media and telecommunications, Internet, and emerging consumer technologies. The company's deliverables include continuous information services (available by subscription), research reports, data, inquiries with research analysts, appraisals, litigation support and consulting. JupiterKagan operates from six offices in the United States, United Kingdom, France and Germany. For more information, visit www.jupiterkagan.com.