The Network Advertising Initiative, in its recent research on conversion rates looked into the conversion rates among the different kinds of ad segments has reported a decent 6.8% conversion rate among behaviorally targeted advertisements. However, these ad units come at a cost. The study also reported on the increased cost of behavioral targeting compared to other online advertising segments like Run of Network or Retargeting.

The study published the CPM rates for the different quarters of 2009 noting the following numbers for the full year.

Run of Network : $1.98
Behavioral Targeting : $4.12
Retargeting : $3.07

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