Report: Behavioral Targeting Helps Lower-Tier Ad Inventory

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Behavioral targeting to maximize the effectiveness of lower-tier ad inventory helped advertisers gain increases in click-through rates while yielding higher CPMs to publishers, according to a report released yesterday by 24/7 Real Media Inc.


Click-through rates rose 250 percent in the first quarter of 2005 compared with the preceding quarter. The yield per thousand impressions of publishers' overall inventory of lower-tier inventory also grew 550 percent.


The findings were based on the results from first-quarter campaigns using 24/7 OnTarget, an online network behavioral targeting service.


Meanwhile, New York-based 24/7 added six behavioral-targeting segments in the first quarter to raise the total to 14. The new segments include men, Hispanics and African-American; stock watchers; big spenders; and cyber jockeys.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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