ads. This study focuses on transactions involving the final advertiser, because that is the market inwhich the value of advertising is determined.Because behavioral targeting makes use of predictive data derived from users’ onlinebehavior, the practice has raised privacy concerns. To date, however, there has been no hard dataabout the effectiveness of third party behavioral targeting or its importance to content providers.This study seeks to fill that gap, providing data about advertising prices and revenues for a sampleof advertising networks.The study surveyed members of the NAI seeking data for different types of targeting. Weobtained data from 12 ad networks, including nine of the top 15 ad networks by total uniquevisitors according to comScore's December 2009 rankings.
Our survey questions were designed toobtain quarterly data on pricing (CPM data), conversion rates, and revenues across the varioustypes of ad segments (run of network advertising, behavioral targeting, and retargeting). Table 1below summarizes the results of the survey. The data is presented in aggregate to protect participant confidentiality.
2. Press Release, comScore Releases December 2009 Ranking of Top Ad Networks,
http://www.comscore.com/layout/set/popup/layout/set/popup/Press_Events/Press_Releases/2010/1/comScore_Releases_December_2009_Ranking_of_Top_Ad_Networks (last visited Mar. 1, 2010).