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Study Finds Behaviorally-Targeted Ads More Than Twice as Valuable, Twice as Effective as Non-Targeted Online Ads

The Network Advertising Initiative (NAI) today released the results of a first-of-its-kind study measuring the pricing and effectiveness of behaviorally-targeted (BT) advertising online. Based on proprietary data provided by twelve major advertising networks, the study found that in 2009, behaviorally-targeted advertising secured an average of 2.68 times as much revenue per ad as non-targeted “run of network” advertising.