Behavioural targeting will become more widespread - and something which is expected

Behavioural targeting will become more widespread - and something which is expected

Behavioural targeting is expected to increase ten-fold over the next five years, according to eMarketer. Behavioural targeting allows marketers to offer more personalised customer experiences, whilst consumers gain from more relevant advertising and content as they have been targeted based on their online footprint (e.g. what sites they have visited).

Last year saw the formation of an alliance enabling large publishers to share behavioural information on their users, facilitated by Revenue Science. There was also the launch of Wunderloop Connect, a self-service ad exchange for behavioural-based online advertising. This should be the year that it becomes something that advertisers and publishers want to embrace automatically, or expect as part of their ad serving technology, rather than still needing to be convinced that this is a no-brainer.

We will be looking out for more case studies and research to show how effectively behavioural targeting works.