The magazine also asked businesses what metrics they use for tracking the success of marketing campaigns, and of those with advertising budgets of more than $1 million (£610,000) cited sales as their key marker.
Other metrics that businesses tracked to gauge the success of their campaigns included website registration, click-through and search engine ranking.
Meanwhile 82 per cent of respondents said they were concerned about the effectiveness of behavioural advertising, with many citing the potential customer backlash to the practice.
The Internet Advertising Bureau claims to be leading the way in terms of behavioural advertising good practice.
Equimedia