Men Are More Open to Online Tracking

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer, 1/5/11

More likely to have a good impression of a product from targeted ads

Negative opinions about targeting are running high, but advertisers and publishers alike are coming to depend on the practice more, and research suggests they may not experience a strong consumer backlash for using it.

According to the “State of the Targeting Industry” study by targeting platform AudienceScience and DIGIDAY, the vast majority of agencies and advertisers use audience targeting, publishers have enjoyed increased revenue from it, and most agencies and advertisers say they have upped display budgets because targeting helps them justify greater spending.

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