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This week in digital news online research experts have been laying their predictions for the coming year in online advertising.A report from eMarketer predicted a push for behavioural targeted online advertising this year, especially in the US where the advanced online market looks to lead the way with effective yet unobtrusive targeted advertising.
The major hurdle for online advertisers is that using behavioural targeting is seen by some users as an invasion of privacy. Collating data on what people click on and which websites they visit is mired in legal ramifications, assuring public anonymity is the key to cracking this potential game changer for targeted advertising.
Despite the possibility of overbearing legal restrictions, eMarketer remains positive on the growth of behavioural targeted advertising. The sector is expected to breach the $1 billion threshold this year for the first time, escalating to a $2.6 billion industry in the next four years.
Rather than speak out against legislation for behavioural targeting, eMarketer’s senior analyst David Hallerman said that a clarification of the rules could stabilise the market: “A more open deal between the two sides, the ad industry and consumers, could help draw more ad dollars to behavioural targeting.”
In other news, mobile analysts FirstPartner predicted a marked increase in mobile advertising this year as more people adopted smartphones and had internet access through their mobiles. The increasing popularity of Google’s Android mobile platform is one of the contributing factors which should see the mobile advertising sector bring in £61 million of revenue in the UK this year.
Online Advertising news posted by Lily Townsend on 04 February 2010
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