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BtoB

EMarketer projects behaviorally targeted ad spending will nearly double in 2008

Published on .

New York—U.S. ad spending on behaviorally targeted advertising will nearly double from $575 million this year to about $1.0 billion next year, according to a new report from Internet research firm eMarketer.

The report also projects that behaviorally targeted ad spending will reach $3.8 billion in 2011.

"Instead of an assumed direct correspondence between consumer actions and preferences, target audiences will be identified based on subtler and more effective extrapolations from behavior to intent,” said David Hallerman, senior analyst and author of the report.

—Kate Maddox

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