ADECN, which rivals Yahoo’s recently-acquired Right Media, serves as an auction platform where advertisers can buy and sell display advertising.
AOL’s Tacoda, meanwhile, matches advertisers to sites based on information such as a user’s surfing habits and demographics. Internet analyst eMarketer has projected that the market for behaviour-targeted ads will grow from US$575 million this year to a $3.8 billion market over the next four years.
