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Old 08-05-2008, 09:10 PM   #1

Join Date: Aug 1999
Location: Gold Coast, Queensland, Australia
Posts: 9,506
Default ValueClick sues Tacoda over behavioural targeting

As the battle for the behavioural goldmine begins, ValueClick is staking its claim on some core technologies that drive a number of behavioural tracking and targeting systems.

The company has previously sued Blue ******* and Revenue Science for infringing on two patents it filed back in the 1990s and Tacoda is the current target. ValueClick claims that it alerted Tacoda to its alleged infringements last year.

MediaPost offers more on the issue:

In real terms, have any of you started to see increased revenue come about as a result of networks embracing behavioural targeting, or are they simply offering greater targeting to advertisers at the same price in the real world?

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