Debates over behavioral targeting's effectiveness of continues, though data released by shows fewer clicks and more conversions.

Previous behavioral research has shown success in some cases, while current research tends to demonstrate benefits across the board. Analysis in the personal finance, automotive, and educational sectors returned similar results. Each saw a reduction in the click-through rate in targeted versus run-of-network ads, yet the targeted ads returned a higher conversion rate.

"We saw such a large increase in conversion rates, but saw click-through rates go down,"'s associate director of research, Lauren Weinberg, told ClickZ Stats. "It suggests that you're increasing the value of the click, people who are clicking through the targeted impressions are more likely to convert."

Get the full story at ClickZ