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Study: Behaviorally targeted ad growth to remain stable

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New York—Online advertisers in the U.S. will spend more than $1.1 billion on behaviorally targeted online ads this year, up 21.6% over 2009, according to digital marketing research company eMarketer.

Spending on behaviorally targeted display ads, presented to online viewers whose interests are identified by Web site or ISP tracking data, will continue to rise by 20% to 25% annually, reaching $2.6 billion by 2014, eMarketer forecast. By then, such ad expenditures will have risen to 19.8% of all online display spending, compared with 14.2% projected for this year.

Emarketer noted that increasing concerns over consumer privacy could lead to federal regulation of behaviorally targeted ads. This could result in a “more stable market with clarified rules,” helping to draw more dollars to the channel, according to the company.

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