AD:TECH - Networks Will Bring Scale to Contextual and Behavioral Marketing

The session on Packaging Online Audiences was moderated by Interep Interactive SVP Tim Mahlman. The panel included Mass Transit Interactive CEO Jason Heller, Wall Street Journal Online Advertising VP Randy Kilgore, Tacoda Systems CEO Dave Morgan and Revenue Science SVP Peoduct Marketing Omar Tawakol.

While much of the session was bogged down by long-winded statements that could have been made in less than half the time, the panelists were in agreement that behavioral targeting and contextual targeting are not in competition. The two will work towards bettering the ability of advertisers to increase relevancy. The biggest change coming to the targeting category will be the formation of behavioral and contextual ad networks. Mass Transit's Heller said this move to networks will make it easier for advertisers and agencies to scale their behavioral and contextual efforts.