What will win the online targeting landgrab: the oasis or the desert?

Mark Cripps and Caroline Parkes

Mark Cripps and Caroline Parkes, from Craik Jones, describe the methods and results of online targeting.

What will win the online targeting landgrab: the oasis or the desert?

Mark Cripps and Caroline Parkes

In the US (and increasingly in Europe), behavioural targeting (BT) continues to grab the hyped-up headlines of the online trade press. There are plenty of case studies buzzing around which suggest that BT has a hugely positive effect on the ROI of marketing spend. But many of these are derived from sources with vested interests in the technique – and a majority of them are demanding that media budgets should be switched into BT, to the detriment of the more traditional...

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