At the event, Chris Kilkes, interactive media manager at Godfrey Q & Partners, said, "The biggest problem with testing different kinds of behavioral segments is maybe we are only reaching 10,000 people on a specific site, like NYTimes.com. When you are talking about reach and trying to get frequency, that becomes pretty problematic...
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When you are talking about reach and trying to get frequency, that becomes pretty problematic. "Why do I spend 10 grand on 10,000 people?" Mr. Kilkes continued. "Of course you would say, 'Well, that's a richer audience.' That's one of the big challenges for behavioral is you're narrowing your universe so much...
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