Behavioral Targeting Will Start With Tech's First Adopters

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Advertisers will spend over one billion on behavioral targeting this year according to a report released last Thursday by eMarketer. By 2008, ad spend on behavioral targeting will jump to $2.1 billion, according to eMarketer. But who's adopting all this behavioral technology and why? First adopters (those companies that understand how the technology works) are the ones integrating behavioral solutions and the reason is because they have a clearer understanding of its potential positive impact on their bottom line.

For example, SalesBuilder Inc., a behavioral profiling and targeting engine for online engagement, personalization and lead conversion announced last week that FastServers.Net, a dedicated server and co-location service provider based in Chicago, IL, will use SalesBuilder's profiling and targeting system on their web site and in upcoming marketing campaigns to improve lead conversion rates and optimize their sales cycle. "Companies spend a lot of money to get leads in the door, but few spend money on technology that can help them convert those leads to revenue," said Olivier Chaine, founder and CEO of SalesBuilder Inc. "FastServers.Net immediately understood the value of our online technology, and after testing the system extensively, decided to implement it into their upcoming marketing campaigns. I am confident they will experience what many other companies have already found - that SalesBuilder can vastly improve a company's return on their marketing dollars."

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