Jack Marshall reports:
Despite the buzz around the advantages of behavioral targeting and retargeting, fewer online advertisers use behavioral data to target ads in the U.K. and Europe compared with the U.S.
In January, behavioral targeting network and technology provider Audience Science released a report, conducted by Forrester, suggesting 56 percent of U.S. online marketers use behavioral data to inform display ad buys. Despite the fact the technologies have been available in Europe for a number of years, it appears marketers there are more reluctant to use it.
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