Web Advertising's Flight to Quality

Rob Hof

My colleague Steve Baker has a story on what's coming next in Web advertising: tracking not just our clicks but our actual behavior in viewing ads.

The race is on to find new ways to track customer behavior. Advertisers and agencies are progressing far beyond the standard arithmetic of counting clicks and page views. They're tracking the to-and-froing of the mouse on Web pages, and they're finding new ways to group shoppers by age, Zip Code, and reading habits.

It's an indication that even as targeted as Web ads are compared with traditional ads, there's still a long way to go. Steve also has a blog post on TACODA Systems' interesting method of measuring behavior.

Before it's here, it's on the Bloomberg Terminal.