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Leveraging Behavioral Targeting for Your Bottom Line.

Publication: Min's B to B
Publication Date: 10-AUG-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Despite some current claims that the economy is beginning to turn around, the b2b magazine ad sector remains in turmoil (see story on page 5). If the economy actually has started to lift from its doldrums, we can be sure the recovery will be very slow and that an uptick in the b2b ad economy may not start to materialize until the fourth quarter of 2009 or the first quarter of 2010.

In the meantime, b2b publishers and marketers are scrambling to cover losses using every weapon in their arsenal, with one of the most controversial being behavioral targeting, which uses information about an individual's Web- browsing history to deliver specific...

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