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In The News

Behavioral Targeting On Rise Regardless Of Pushback

August 23, 2011

Online behavioral advertising revenue in the U.S. will reach $4.9 billion by December 2011, and grow at a 9.6% compounded annual growth rate to reach $7.1 billion by 2015, according to Parks Associates.

The growth of targeting is being fueled by the adoption of broadband Internet access and mobile smartphones. The analyst firm estimates 68% of all U.S. households will have broadband by the end of this year, increasing to 80.4 million users by 2015.

The Parks Associate report, titled "Trends in Behavioral and Contextual-based Advertising," shows consumers increasingly accept targeted advertising: more than one-third of households with broadband will provide personal information such as age, gender, income, and product preferences to receive relevant Internet ads, while adults 18 to 34 will provide even more personal information to receive meaningful online ads.

From the article, "Behavioral targeting On Rise Regardless of Pushback" by Laurie Sullivan

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