Behavioral Advertising

What’s advertising content worth?

April 3, 2011 Behavioral Advertising
What's advertising content worth?

Advertising is used by businesses so they can have an influence on the demand towards their products. When designing these ads, the content needs to talk about every essential thing about their product: the quality, and the availability. However, these ads also contain content that do not inform about the product, and are there for [...]

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Gender Demographic Targeting in Sponsored Search

October 14, 2010 Behavioral Advertising
Gender Demographic Targeting in Sponsored Search

The effectiveness of shopping online continues to be realized at a tremendous rate, and many offline businesses now see to it that they expand their reach to the online world. In fact, the growth of sales online is vastly increasing, and so many analysts find it natural to hypothesize that in the coming years this [...]

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Online Targeting and Internet Media Planning

September 4, 2010 Behavioral Advertising
Online Targeting and Internet Media Planning

This is a summary of the article by Anca Micu, called How Did This Ad Get in my Browser? A Theoretical Examination of Online Targeting and Segmentation Practices as they Relate to Media Planning on the Internet. You can read the original behavioral targeting article here: How Did This Ad Get in my Browser?

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Targeting & Retargeting Interview with Criteo

August 26, 2010 Behavioral Advertising
Criteo Retargeting Interview

Criteo, a company in the field of retargeting approached me for an interview a while ago. Although I am more focussed on Behavioral Targeting in this blog I just couldn’t say no. So here we go…an interesting interview about the future of online advertising, retargeting and Criteo’s role in all of this. What does the [...]

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Desperately Seeking the Consumer: Personal Search Engines

August 17, 2010 Behavioral Advertising
Desperately Seeking the Consumer: Personal Search Engines

In 2007, it became clear that Google, Yahoo, and Microsoft prioritize advertising after they each purchased online advertising companies. The search engine is an advertising platform, generating traffic through the search function. This is the summary of an article by Theo Rhöle, which discusses the mediating role of search engines between user and advertiser. You [...]

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Emerging Trends in Online Advertising

August 4, 2010 Behavioral Advertising
Emerging trends in online advertising

The success of online advertising can be attributed to the rapid growth of the number of internet users around the world. To date, over 1 billion people use the internet. Thus, online advertising will continue to grow.  The United States alone expects 18% growth while European growth is predicted to be 25%. By 2011, US [...]

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Advertising’s Brave New World

July 17, 2010 Behavioral Advertising
Advertising’s Brave New World

Advertising was once a simple method dominated by huge and established companies. Media-buying and advertising agencies create print or TV ads and negotiate for space or airtime in TV or publications. However, digital advertising has brought home a new arena for advertising which is a lot more complicated, with more players and firms involved. This [...]

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Activity-based Advertising: Techniques and Challenges

July 4, 2010 Behavioral Advertising
Activity-based Advertising: Techniques and Challenges

The technology of advertising is vital because of its financial contributions to communication and information technology services and products. Advertising research is good for financial reasons and for coming up with an efficient system for advertisers and a great experience for consumers. This is the summary of an article written by Kurt Patridge and Bo [...]

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Adnostic: Privacy Preserving Targeted Advertising

June 27, 2010 Behavioral Advertising
Adnostic: Privacy Preserving Targeted Advertising

This is the summary of the article written by Toubiana, et al., which proposes a method of online behavioral advertising which doesn’t compromise user privacy. You can get the PDF of the behavioral targeting article here: Adnostic..

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Multi-web Clickstream Data for Predicting Audience Demographics

June 15, 2010 Behavioral Advertising
Multi-web Clickstream Data for Predicting Audience Demographics

This is the summary of the article by Koen De Bock and Dirk Van den Poel, which presents a model for analyzing demographic information and click stream data to create web user demographic profiles. You can get the PDF of the behavioral targeting article here: Predicting web site audience demographics..

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