Behavioral Targeting Buzz

Ad Age reports that behavioral targeting is becoming more popular among US online advertisers. A majority of interactive ad agencies are already using it and 58 percent of those who don't plan to start, according to Ponenom Research.

Significantly better results are behind the increased popularity among advertisers. As an example:

"A Volkswagen Jetta A4 campaign done by remnant advertising network Advertising.com, placed 100 million branded placements, and received 9,000 clickthroughs from consumers looking for more information. But among 10 million impressions served on behaviorally targeted sites, there were 10,000 clickthroughs for more information."

The example shows that advertisers get more clickthroughs and the Web real estate is used more efficient. The Internet user sees ad's that is more relevant to his or her interests and responds by clicking through to the advertiser's website.

This is probably banner advertising at its best.