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UK behavioural targeting: Google raises the ante - Venture Insights

Report Overview

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UK behavioural targeting: Google raises the ante

PublisherEnders Analysis.
Publish Date March 23, 2009
Sector Digital Media, Fixed Line (Internet and Voice).
Company Google.

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Google’s announcement that it will offer interest-based’ advertising to key partners on YouTube and its AdSense publisher network from next month, with a wider rollout later this year, raises the ante for behavioural targeting.

Targeting based on users’ activity on publisher websites has become widespread, but concerns over privacy have slowed deployment of technologies that track users’ entire click-stream activity on the internet, such as Phorm.

Exponents believe that behavioural targeting will boost the market for internet display, which we estimate was worth £650 million in 2008. In our view, its main impact will be to accelerate the shift to performance-based pricing.