Behavioral Targeting is Not Worth the Extra Money
•
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The premium for behaviorally targeted (BT) ads, compared with run-of-network (RON) ads, ranges from 1.8X - 3.5X; but the increase in conversion rates from using BT ranges from 2.1X - 2.9X -- on par with the premium CPM paid for BT vs RON. So the cost per outcome stays about the same, making behavioral targeting NOT incrementally useful for marketing efficiency.
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![June 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Behavioral Targeting is NOT Worth the Premium
Source: [PDF] https://www.researchgate.net/profile/Howard_Beales/publication/265266107_The_Value_of_Behavioral_Targeting/links/599eceeea6fdcc500355d5af/The-Value-of-
Behavioral-Targeting.pdf
2.4X
2.6X
2.4X
2.9X
2.1X
2.1X
2.1X
2.1X
2.2X
2.0X](https://image.slidesharecdn.com/behavioraltargetingisnotworththeextramoney-190606124619/85/Behavioral-Targeting-is-Not-Worth-the-Extra-Money-1-320.jpg)
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Behavioral Targeting is Not Worth the Extra Money
- 1. June 2019 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Behavioral Targeting is NOT Worth the Premium Source: [PDF] https://www.researchgate.net/profile/Howard_Beales/publication/265266107_The_Value_of_Behavioral_Targeting/links/599eceeea6fdcc500355d5af/The-Value-of- Behavioral-Targeting.pdf 2.4X 2.6X 2.4X 2.9X 2.1X 2.1X 2.1X 2.1X 2.2X 2.0X