When I was a VP of Ad Sales, I used to get a lot of calls from Revenue Science, Tacoda, and another behavioral targeting firm whose name I can’t quite recall… the concept was great, problem was, I could not imagine many publishers jumping on it: a lot of promise, not much substance early on. And let’s face it, publishers want instant gratification.
I’m not alone in that assessment: “According to eMarketer (June 2007), the behavioral targeting market is set to increase to $3.8 billion by 2011, from $350 million in 2006,” says the press release touting the match made in heaven. continue reading...
Hearst Buys UGO - $100M
AOL Buys Tacoda - $200M continue reading...
