Explosive growth of data mining, audience correlation and segmentation data is becoming increasingly important to online advertisers, the role of targeting media has grown more central.
In a recent study conducted by eMarketer, 14.2% of display ad spending in 2010 will use some form of consumer behavior data indicating interest or intention to target ads. That will grow to nearly 20% by the year 2014 (a figure which I personally think is under reported.) Display advertising includes banners, rich media and video units. (see chart below)
U.S. online display ad spending with behavioral components that look at audience interests and intentions will reach more than $1.1 billion in 2010 and will rise to at least $2.6 billion by the end of 2014. This study mirrors research from Private Equity Firm VSS.