Trends in Behavioral and Contextual-Based Advertising

This report provides a market overview of the behavioral targeting (BT) and contextual-based advertising markets. The study evaluates consumer acceptance and privacy concerns related to audience-based advertising strategies. The report presents the opportunities and challenges of targeting online consumers with BT and contextual advertising technologies, networks, and platforms. The report concludes with behavioral and contextual-based advertising revenue forecasts in the U.S. from 2011 – 2015.

“The ability to deliver relevant advertising messages draws advertisers to the Internet platform with aim to eliminate ad waste by reaching target audiences down to the individual user,” said Heather Way, research analyst, Parks Associates. “However, paramount to the success of the advanced advertising strategies is self-regulation, which includes providing full transparency and opt-in/opt-out solutions and continuing to test consumer threshold for audience-based advertising techniques.”

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Download Table of Contents (PDF)

The Bottom Line

Data Points

1.0   Report Summary

1.1 Purpose of Report

1.2 Scope of Report

1.3 Research Approach

1.3.1 Source of Data

1.3.2 Glossary of Terms

2.0   Assessing the Behavioral & Contextual-based Advertising Marketplace

2.1 Broadband Usage Trends

2.2 Behavioral Targeting and Contextual-based Market Segmentation

2.3 BT and Contextual Business Models

3.0   Audience- based Advertising Technology

3.1 Behavioral Targeting Mechanisms

3.2 Contextual-based Advertising Methods

4.0   Implications and Recommendations

4.1 Market Conditions

4.2 Recommendations

5.0   Behavioral & Contextual-based Advertising Revenues Forecasts – U.S.

5.1 Forecast Methodology    

5.2 Forecast Assumptions   

5.3 Behavioral & Contextual-based Advertising Forecasts – U.S. 2011 - 2015

Coming Soon!

Publish Date: 1Q 2011

Pages: 0

Authored By:
Heather Way - Research Analyst

© February 2011 Parks Associates
Dallas, Texas 75230

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
 
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