Report

A primer on behavioral advertising

14 Sep 2008
Description

In recent years and at an accelerating pace, technology and market forces have been fundamentally changing the advertising industry through the collection, storage and use of information. One growing industry, "behavioral advertising," involves the compilation of detailed information about an Internet user?s online activities. Data about how consumers interact with certain sites--which articles they read, which advertisements they click on, the purchases they make, or the length of time they stay on a page, for example--may be collected. The potential breadth and depth of consumer profiles has grown as the largest companies on the Internet have acquired firms that specialize in behavioral data collection.

Publication Details
Published year only: 
2008
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