Briefs

ClickZ News, By Fred Aun | June 19, 2007

Social networking sites are fertile ground for behavioral targeting, but publisher concern about privacy invasion is limiting growth, a JupiterResearch analyst said today.

Discussing JupiterResearch's U.S. Online Advertising Forecast, analyst Kevin Heisler said social networking sites such as MySpace and Facebook have the potential to wrench significantly more ad revenue from their audiences. However, the keys to this un-tapped revenue, including the increased use of behavioral targeting, are being held close to the vest by reluctant publishers, he said.

"Social networks are kind of like the portals of the 21st century," said Heisler. "They are where most folks are spending their time now. It's a natural community, a network of friends."

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