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Speed, Precision and Online Ads

BEHAVIORAL TARGETING—U.S.

March 15, 2010

The New York Times reports on Web publishers' use of real-time bidding, a sales method that lets advertisers "examine site visitors one by one and bid to serve them ads almost instantly," the reports states. Some hope the method will revive the online ad market. Publishers and advertisers like it for its revenue and return-on-investment potential, among other benefits. But not everyone is excited. "The fact that you can be auctioned off in 12 milliseconds or less just illustrates how privacy in this country has rapidly eroded," says one consumer advocate. (Registration may be required to access this story.)
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