Ad comin' at you

Behavioral ad targeting is expanding in the UK, with new deals and expansions from two companies, reports ClickZ.

US-based NebuAd is expanding on its ability to serve behavioral ads in the UK. The company is in talks with a number of ISPs but has not yet signed any deals, something the company hopes to do this year.

Another behavioral-targeting firm, Phorm, has already signed deals with three major UK ISPs, including BT and Virgin Media. It was not revealed whether those relationships are exclusive.

Phorm is also looking to hit the colonies in '08. While the company does not have any deals in the US yet, it recently opened a New York office, manned by senior staff.

ISPs are examining behavioral targeting as a means to use their dormant mountains of user data, to get what can be perceived as their fair share of online ad dollars.