This is the summary of an article by Mehdi Behboudi, et al. It identifies the factors that affect the success of advertising agencies in the online community by reviewing such external variables as sponsorship ads, lead generation, creativity, account management, and others. A questionnaire was developed which was answered by students from Iran. All the variables have been found to have significant effects, with creativity being the most influential among the variables. You can get the pdf of the behavioral targeting article here: A Review of the Activities of Advertising Agencies in Online 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 is the summary of an article written by Emily Steel, which looks at the history of online advertising and its unique characteristics. You can get the PDF of the behavioral targeting article here: Advertising’s Brave New World
This is the summary of an article by Catherine Dwyer, in which she describes how users are tracked on Levis.com
You can get the PDF of the behavioral targeting article here: