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...