DoubleClick survey finds greater online targeting

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New York--More than 73% of all online ad campaigns incorporated some form of targeting in the third quarter, according to DoubleClick Inc.'s latest Ad Serving Trend Report, released Thursday.

The survey, based on more than 144 billion ads from thousands of clients, showed that just 25% of all ads served are run-of-network, pointing to increasing sophistication in the online planning process.

The survey also found that 82% of targeted ads used keyword and key value as the most common type of targeting among advertisers. This includes both keywords on search engines served by DoubleClick and content targeting on specific sites.

Marketers use geographic targeting in 12% of all targeted ads and targeting by time of day is now used for 3% of all targeted ads served.

--Matthew Schwartz

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