Chapell & Associates

Thursday, February 15, 2007

Who ISN'T offering behavioral targeting services?

In Imedia today, Sean Quick from Mediaplex discusses different types of behavioral targeting services.

now that significant dollars are flowing to BT, it suddenly seems that every
marketing services company touts itself as a leading provider of the technique,
which leads to considerable confusion for marketers.

I agree - there's a whole bunch of (relatively) new players in this space. Let's say, for the sake of argument, that there are forty companies offering BT in the online media marketplace. Unfortunately, out of those forty, only EIGHT of them participate in the Network Advertising Initiative's self-regulatory program. Even if (as is rumored) a few more BT companies join the NAI in the near future, that's still only a 25% marketplace participation. That's pretty bad. (Mediaplex is not currently listed as a member, btw.)
posted by Alan on Thursday, February 15, 2007

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