Where do you see the learning and adoption curves for behavioral data going in the near term?
Shkedi: The challenge going forward is that advertisers, once they see how much of a difference post-search purchase intent data makes within larger vertical categories, are looking to achieve deeper granularity within those verticals. So before, an advertiser would be very happy to locate a large number of buyers who have indicated with strong behavioral signals that they are in-market for autos. Now the goal is to be able to find a large number of consumers who can be identified by strong purchase intent data to be in-market for a particular model or a particular brand of auto. What I think is, the leaders in behavioral targeting in the coming year will be those who can combine deep granularity in very highly defined niches with large scale. So far it’s been either/or — either scale with weak granularity or strong granularity without scale. Media owners, and advertisers, are ready, and frankly need to go beyond that, but to do so means leveraging a far wider universe of data in a mu
