An up to date study by the Network Advertising Initiative about behavioral advertising and targeting confirms a high degree of ad effectiveness. The revenue compared to ad impressions and opposite to run of network ads is 2.68 time higher and the conversion rates are 6.8 % compared to 2.8 %. Having a market share of 18 % behavioral advertising is an important part of the internet advertising market.
The results again will raise discussions about the regulation of behavioral advertising, which according to regulations has to be marked and which has to be accompanied with an opt out option. The following links refer to the press release and the whole study.