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Behavioral ads on the rise

A recent study conducted by iMedia found that behavioral targeted ads (ads based on your behavior on a website or across an ad network) would climb from 12.6% in 2005 to over 20% in 2006 (here). Interestingly enough, the agencies that are not buying behavioral ads did so because of privacy and data security reasons.

Another interesting tidbit is that 30% of the agencies that buy behavioral ads use the adware technique (as opposed to working with an individual publisher or an ad network). The study does not list the share of behavioral ad spending that goes that route, but that surely will be impacted by the pending HR29 bill, the anti-spyware bill.

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