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Independent Research Firm Analyst Discusses Survey Results at Behavioral Targeting Standards Consortium General Membership Meeting

New York–February 10, 2009 – During the January 14 Behavioral Targeting Standards Consortium (BTSC) general membership meeting, guest speaker Emily Riley, senior analyst, presented attendees with an overview of results from a 2008 JupiterResearch––three-year behavioral targeting survey report entitled “Behavioral Targeting: Establishing High Performance in a Shifting Market.”

Some highlights from the report showed that mid-size to larger advertisers are more likely to apply behavioral targeting tactics due to higher resource availability and that there has been a generous increase of behavioral targeting use across advertisers and publishers from 2006-2008. She also noted that roughly one-quarter of online advertisers currently implement behavioral targeting practices and 50 percent of those advertisers use targeting practices whenever possible to maximize ROI.

Riley closed her report overview with suggestions resulting from the JupiterResearch survey. Due to the number of Generation Y and younger Internet users nearly doubling over the course of the survey, Riley advised behavioral targeting advertisers to focus efforts on next generation targets–the social media audience. This audience is more likely to forward received information and advertisements on to their relevant list of friends.

She also warned that there is currently too much fragmentation in the world of behavioral targeting and marketers need to create a common currency for media buys to avoid customer backlash. Marketers should aim for maximum simplicity on the customer side, including the application of customer Opt-Outs, self-regulation of targeting information and identification of who owns what data on a Web site. As it stands, behavioral targeting is one of the only forms of advertising without a set of standards. Because targeting technology is still emerging , most of its practices will not survive, as marketers want consistency across media buys for successful measurement. Riley concluded with the insight that those tactics proving to be the best will rise to the top and be adopted as behavioral targeting standards.

About the Behavioral Targeting Standards Consortium:
The Behavioral Targeting Standards Consortium is a new professional consortium established to drive industry standards for behavioral targeting. Sponsored by Revenue Science, the association of over 315 member companies aims to enhance the understanding of behavioral targeting by developing and advocating behavioral targeting guidelines. The BTSC provides the tools and education necessary for publishers and advertisers to maximize the benefits of behavioral targeting. For more information, please visit btstandards.org.

Media Contact:
Morgan McDowell
blast! PR on behalf of Revenue Science
morgan@blastpr.com
919-833-9975 x.12

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