Standardizing the Behavioral Targeting Business

3 Minute Ad Age, Oct. 2, 2008

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NEW YORK (AdAge.com) -- Despite all the success it has achieved during the last five years, the behavioral-targeting business has been plagued by its lack of universally accepted standards. To alter that, 240 technology, media and marketing companies have signed on to the newly created Behavioral Targeting Standards Consortium. Its advisory committee includes representatives of Revenue Science, Microsoft, Jupiter Research, Barry Diller's Expedia and Hachette Filipacchi's Jumpstart Automotive Media. Interviewed in this program is Revenue Science CEO Jeffrey Hirsch, the new group's chairman.

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