Off to Vancouver in 3 short days

Vancouver-2010-olympics-logoBy 7:30am this Sunday morning, I’ll be up in the air, headed to Vancouver for the 2010 Winter Olympics.

23 Days.  That’s how long it’ll be til I set foot back in the states.  With any luck, I’ll find enough time to blog and post photos.

Online Privacy Restrictions May Open Ad Targeting Doors

FEBRUARY 1, 2010 (eMarketer)

Industry responses to government could boost behavioral targeting spending

With the effective mixing and mining of audience data becoming increasingly important to online advertisers, the role of behavioral targeting has grown more central.

eMarketer estimates online advertisers in the US will spend more than $1.1 billion on behaviorally targeted advertising. By 2014, spending will hit $2.6 billion. The estimate represents steady growth rates of about 20% from 2009 through 2014.

The figures include spending on online ads displayed to a select audience whose interests or intentions are revealed by Website or ISP tracking data, audience segmentation or predictive analysis.

Behaviorally targeted ad dollars will rise as a proportion of online display spending from 14.2% in 2010 to nearly 20% by 2014!  

However, with ad targeting and privacy issues in the public eye, marketers face the possibility of regulation or legislation that sets boundaries on how they can use audience data.

While that warning might imply lesser spending growth than estimated, it could also make for a more stable market with clarified rules.

“A more open deal between the two sides, the ad industry and consumers, could help draw more ad dollars to behavioral targeting,” said eMarketer senior analyst David Hallerman.  For more information, see the upcoming eMarketer report, “Audience Ad Targeting: Data and Privacy Issues.”