For one thing, behavioral targeting accounted for only about 15 percent of all online advertising last year, per Parks Associates. That number will undoubtedly rise, largely because publishers make significantly more money for targeted ads than they do for “run of network” ads. As every device we use gets an IP address, this type of targeting will also come to television and our phones.

From the article, "Will Do Not Track kill the 'free' Internet?" by Dan Tynan

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