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BtoB

24/7 Real Media releases behavioral targeting study

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New York—Behavioral targeting can significantly improve the performance of online advertising, according to a study by 24/7 Real Media.

The study, which was based on online campaigns conducted in the fourth quarter using 24/7 OnTarget, found that behavioral targeting increased publisher’s revenue-per-thousand impressions of network inventory by up to 360%.

One of the campaigns included in the report, launched by Starwood Hotels and Resorts, achieved a 22% increase in ROI, the study found.

The report also found that network behavioral targeting requires a carefully formulated taxonomy, as well as constant monitoring and adjustment, to reach its full potential.

—Kate Maddox

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