Two in three marketers use or plan to use behavioural targeting

Over two-thirds of marketers (77 per cent) use or plan to use behavioural targeting, according to a report by Forrester. Its research found that 42 per cent of marketers who plan to begin or increase use of behavioural targeting said the ability to reach targeted consumers was the key reason. Almost a third (32 per cent) said they achieve better results than with other forms of targeting. Other factors included scalability, cost savings, data quality... [Read More...]

Addicted to Facebook, but no trust in the adverts

Facebook, which has nearly 350 million users worldwide, has nearly achieved “technological lock-in”, according to a new report from comScore.      A technological lock-in is the idea that the more society adopts a certain technology, the more unlikely users are to switch.    Andrew Lipsman, a director at comScore said that Facebook had reached this point and that it now “feeds off itself”. According to comScore data, users spend longer... [Read More...]