Over a quarter of European advertisers used behavioural targeting technology last year, according to a new report by Forrester.
The survey found advertisers are more likely to use behavioural targeting compared to a year ago, with 26% of advertisers adopting the technology in 2008, up from 10% in 2007.
The report said marketers' use of behavioural targeting has grown quicker than other targeting methods because of an increased awareness of the technology, with 58% likely to run behavioural campaigns in 2009.
Forrester pointed towards Wunderloop's relaunch as a behavioural targeting company, AOL's Tacoda expansion into the UK market and the launch of ISP-based firm Phorm.
Forrester analyst Nate Elliot, said, "Vendors have increased the visibility and availability of behavioral targeting in Europe. Numerous vendor launches over the past few years have raised both the profile of behavioral targeting and the availability of behavioral targeting technology."
Elliot also said behavioral targeting's increasing popularity with publishers and networks has provided scale.
"Today it's relatively easy to find a sufficient number of behaviorally targeted impressions: Many large European portals offer behavioral targeting, and every vendor interviewed reported enormous growth in midsize publisher clients over the past two years," said Elliot.
The research follows a CoreMetrics report, which found marketers underestimate consumer positivity to behavioural targeting (nma 2 April)
Source: nma.co.uk