Companies are increasingly making use of behavioural targeting tools to make sure their internet marketing campaigns reach the right audiences, it has been found.
In a new report, Forrester states that 26 per cent of advertisers in Europe used such tools last year, up from ten per cent in 2007.
Of those questioned, some 58 per cent said they were considering using behaviour-based internet marketing in the next 12 months.
According to new media age, Forrester analyst Nate Elliott said: "Numerous vendor launches over the past few years have raised both the profile of behavioural targeting and the availability of behavioural targeting technology."
Google launched behaviour-based advertising as a beta test on its partner sites and on YouTube last month.
In an official blog post, the company’s vice-president of product management, Susan Wojcicki, said display advertising will be delivered to web users based on their web browsing history.
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