E&P Online: Newspaper Sites Enhance Behavior Targeting
The NYTimes.com is leading the way again amongst news paper websites. They're adding 'behavioral targeting' to their list of options for advertisers, mainly to sell some of their inventory that reamins unsold up to this point.
If a particular advertiser only wants to target readers of The New York Times on the Web's business section, but the ad inventory in business is sold out, the site can now track business readers as they visit other sections, said Deputy General Manager Stephen Newman. So the ads can be served to those business readers as they read sports or metro stories, Newman explained. The program will roll out at NYTimes.com in the next quarter or so.
