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EMarketer: behavioral targeting spend to reach $2 billion by 2008

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New York—Advertisers will drop about $1.2.0 billion on behavioral targeting this year, up from $925.0 million in 2005, according to a report released Thursday by Internet research company eMarketer. By 2008, ad spend on behavioral targeting will jump to $2.1 billion, according to eMarketer.

About 62% of 1,000 adults surveyed said that contextual targeting—placing ads relevant to the pages displayed online—would be more likely to generate user response, as opposed to 17.5% of respondents who said the same about ads that target consumers based on their Web behavior. eMarketer said spending on contextual ads will surpass $1 billion by the end of 2008

—Matthew Schwartz

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