Figures released by eMarketer indicate that brand marketers are increasingly making use of the internet in an attempt to target audiences.

Spending on online advertising with an element of behavioural targeting component is set almost double to $1 billion (£506 million) next year, the study reveals.

David Hallerman, senior eMarketer analyst and the author of the report, said: "With the greater attention paid to overall ad targeting, and the rising focus on brand messages online, this market will nearly quadruple by the end of 2011, growing to $3.8 billion."

He added behavioural targeting is set to becoming increasing popular among advertisers as it helps them "reach a more engaged audience with fewer ad impressions".

Meanwhile, users are reported to be more likely to come across and so welcome advertisements which are "targeted by their actions".

Last week, a study conducted by Hitwise indicated that an increasing number of click-throughs to retail websites is made via search engine queries.