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Insights Center

White Papers

At Turn, we see the possibilities of an advertising world where art and science work together to provide more valuable insights and more confident decisions. We use our expertise and market intelligence to explore innovations, trends and technologies that can help our clients make an impact – and raise the profile of our industry as a whole.

Study: NAI and Value of Behavioral Targeting

The Network Advertising Initiative (NAI) commissioned a study on online behavioral advertising to measures the pricing and effectiveness. The study was conducted by leading economist Howard Beale between January to March 2010 and examined data from twelve participating ad networks. Results show that in 2009, behaviorally targeted ads secured on average more than 2x as much revenue per ad as compared to non-targeted, run of network advertising. Additionally, the findings reveal that behavioral targeted ads are more than 2x as effective when it comes to converting the ‘clickers’ into buying customers.

Download the study.