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Quote:Since the onset of publishing (initially in the magazine industry), publishers have been working to increase their revenues in order to be able to commit more resources to editorial. In the world of online publishing, where most publishers have decided not to charge subscriptions, the main -- if not only -- source of revenue comes through advertising, be it through banner, text and in-text ads, sponsored content like white papers and webinars or email campaigns to subscribers.

To increase revenue, publishers have had two options: (1) to increase the quantity of ads and ad-sponsored vehicles or to increase the number of readers exposed to the ads, or (2) to increase their advertising rates. Most publishers have traditionally selected one of these two strategies.

With behavioral targeting, publishers have a third option. Here's why...