Behavioural targeting’s blessings and curse

Online behavioural targeting can be defined as tracking consumers' website usage so as to deliver relevant advertising.

Behavioural targeting's blessings and curse

Gary Arlen

Digital dreams and political reality don't always play well together. The evolving battle over behavioural targeting offers abundant proof of this challenge, along with a peek at the future of electronic marketing. It also defines ground-rules for cooperation between online advertisers and website publishers and even the telecom carriers that transmit these interactive services.

For marketers, behavioural targeting represents the holy grail for pinpoint selling. By automatically tracking individuals' online activities and searches, behavioural targeting enables publishers and advertisers to deliver appropriate, high-value messages to the most promising customers. For example, an online...

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