SmallBusinessNewz

Research and analysis firm eMarketer estimates that over $1.1 billion will be spent this year in behaviorally targeted advertising. Will your business be in that mix?

It's certainly something to consider when looking at the research eMarketer has compiled from various sources. For one, they cite Choicestream who reports that 41% of US Internet users surveyed said they paid more attention to advertising that was personalized. On top of that, about 39% said they were more willing to click on personalized ads.

Another thing worth considering is that the more money people spend online in a year, the more likely they are to click on such ads. This is illustrated plainly in this graph from eMarketer:

Of course, there is the whole privacy issue. Many people still get paranoid about this kind of thing. In fact, eMarketer cites a poll from TNS Global and TRUSTe that found 57% were worried about advertisers using their browsing history to serve them ads. They provide some interesting information here:

There is no question that behavioral targeting can produce great results. And the numbers would probably steer more marketers in that direction, but don't go into it blindly or you could end up with a tarnished reputation or even a PR nightmare if you don't go about it the right way. People are very sensitive to this kind of thing. Make sure you employ a strategy that is both legal and ethical.