C4 and Emap set to employ behavioural targeting

by Ann-Marie Corvin Media Week 31-Jul-07

Channel 4 and Emap are the latest media owners to use controversial behavioural targeting techniques in a bid to maximise value for their online advertisers.

US behavioural targeting firm Revenue Science will provide both companies with the technology to build audience segments by anonymously identifying users according to browsing habits. According to Jeremy Mason, Revenue...

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