Study: 10% of Display Ads Are Locally Targeted

Authored by Mark Hefflinger on October 9, 2009 - 9:17am.

Reston, Va. - A new study by Internet audience measurement firm comScore found that about 10% of all display ads are locally targeted.

The study, which tracked ads in Atlanta, Chicago, San Francisco and Washington, DC, deemed them to be locally targeted if their impressions in a particular market were substantially higher than that market's share of display ads nationally.

"Locally targeted ads are an increasingly important component of the digital ad landscape because they represent a more efficient allocation of ad dollars," said Brian Jurutka, a vice president at comScore.

Of the four markets in the study, San Francisco and Washington had the highest share of ads being locally targets, with 11% each.

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