Jupiter: Ad targeting not being optimized

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At its Online Advertising Forum in New York this week, Jupiter Communications released a new report that says the promise of highly targeted advertising is not being met, and could hinder future growth rates of the Internet. The research found that the high price of online ads compared with the price of traditional ads can be justified by narrow targeting, but sites are not doing enough to take advantage of this one-to-one marketing. For more information, go to www.jup.com.

Copyright August 1998, Crain Communications Inc.

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