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NAI Study Shows Value of Targeted Ads

BEHAVIORAL TARGETING—U.S.

March 24, 2010

The Network Advertising Initiative (NAI) has released study results that show targeted ads are more valuable than run-of-network ads, reports MediaPost News. The study surveyed 12 ad networks about their 2009 ad revenues, the report states, finding that marketers paid more than twice as much for ads targeted to Web users' behaviors than for run-of-network ads. "It's clear that behavioral targeting has the potential to significantly elevate the value of the inventory--to the advertiser, to the publisher and to the network," said report author Howard Beales, former head of consumer protection at the Federal Trade Commission (FTC). The NAI plans to submit the study to the FTC, which is exploring the privacy implications of behavioral targeting.
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