Trends in Behavioral and Contextual-Based Advertising

This report provides a guide to the online behavioral targeting and contextual-based advertising markets. The study addresses consumer acceptance and privacy concerns related to audience-based and interest-based advertising strategies. The report presents the opportunities and challenges of targeting online consumers with BT and content-based advertising and concludes with online behavioral targeting and contextual-based advertising revenue forecasts in the U.S. from 2010 – 2015.

“The ability to deliver relevant advertising messages draws advertisers to the Internet platform with the 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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The Bottom Line

Data Points

Trends in Behavioral & Contextual-based Advertising Dashboard

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 Online Behavioral Targeting & Contextual-based Advertising Marketplace

2.1 Broadband Usage Trends

2.1.1    Internet Advertising Preference

2.2 Ad Networks

2.3 Self-Regulatory Organizations

2.4 Consumer Privacy & Data Management Tools

2.5 Browser-based Data Management Controls

2.6 BT and Contextual-based Advertising Pricing & Business Models

3.0   Online Behavioral Targeting & Contextual-based Advertising Technology

3.1 Behavioral Targeting Mechanisms

3.2 Contextual-based Advertising Methods

4.0   Online Behavioral Targeting & Contextual-based Advertising Revenue Forecasts – U.S.

4.1 Forecast Methodology

4.2 Forecast Assumptions

4.3 Online Behavioral Targeting & Contextual-based Advertising Forecasts – U.S. 2010 – 2015

5.0   Concluding Statements

Source of Data
Advanced Advertising Glossary of Terms
U.S. Internet Households 2010 - 2015
Consumer Willingness to Provide Personal Information to Receive Relevant Internet Advertisements – Gender
Consumer Willingness to Provide Personal Information to Receive Relevant Internet Advertisements – Demographics
Consumer Willingness to Provide Personal Information to Receive Relevant Internet Advertisements – Audience Composition
Internet Ad Type Preference – Gender
Internet Ad Type Preference – Demographics
Internet Ad Type Preference – Audience Composition
Online Audience Targeting Tiers
Vibrant In-text Ads
Leading BT & Contextual-based Online Ad Networks
Digital Advertising Alliance Self-Regulatory Key Principles
Digital Advertising Alliance (DAA) Members
Consumer-Privacy Management Tools
Advertising Option Icon
TRUSTe Logo
Evidon Logo
Browser-based Data Management Controls
Targeting Online Consumers
Online Behavioral Targeting & Contextual-based Advertising Revenue Forecast Methodology
Online Behavioral & Contextual-based Advertising Revenues Forecasts – U.S. 2010 – 2015

Publish Date: 1Q 2011

Pages: 46

Authored By:
Heather Way - Research Analyst

© March 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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