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.