The number of interactive marketers using behavioral targeting is picking up speed, growing from 16% in 2007 to 24% last year.
But, despite the increase and the promise behavioral targeting holds to narrowly target messages, few marketers are getting the most out of their spending, according to a new study by Forrester Research.
Forrester recommended the following five ways to improve ROI of behavioral targeting campaigns:
1. Pick one objective and share it with networks. In order to maximize performance, behavioral targeting marketers need to decide on one objective
Network
