[qi:004] FTC might want to rake Google over the coals for buying DoubleClick, but one thing can’t be denied: that deal started a massive consolidation in the ad-network market. Good news is that everything is being snapped up. Like AOL’s $275 million buyout of TACODA, a company that is buzzword compliant.
Behavioral targeting is TACODA’s sales pitch. AOL’s justification: it can work with Advertising.com, and eMarketer’s forecast: behavioral targeting market is set to increase to $3.8 billion by 2011, from $350 million in 2006.When we used TACODA as a backfill for our network, it was rather shitty. You remember those Jenny Craig ads! Great targeting… yeah!