This is the summary of a behavioral targeting article by Kaifu Zhang and Zsolt Katona, which studies the strategic aspects of contextual advertising. You can get the pdf of the original behavioral targeting article here: Contextual Advertising.
This is the summary of an article by Hyo-Jung Oh, Changki Lee, and Chung-Hee Lee. You can get the pdf of the behavioral targeting article here: Analysis of the Empirical Effects of Contextual Match Advertising for Online News
This is the summary of an article by Markus Svensen, et al. You can get the pdf of the behavioral targeting article here: Broad vs Narrow: Modelling Strategies for Online Behavioural Targeting.
The estimated value of online advertising for the year 2011 is 28.5 billion dollars. With online advertising, you can reach a wide audience that are most interested in the products you offer. One kind of online advertising is display ads. For display ads to work, one can use contextual advertising in which ads put up in websites are contextually similar to the content of the site.
This is the summary of an article by Diego Vasquez. You can get the pdf of the behavioral targeting article here:Behind the Huge Growth of Social Media.
Ad spending and social media will grow tremendously over the coming years. By 2015, spending for ads will quadruple since last year’s 2.1 billion dollars, to the new value of 8.3 billion dollars. The display ad category will play the largest role in that humongous rise, and 34 percent of that category comes from impressions made in social networking sites, with the largest contributor being Facebook, of course. In the long run, LinkedIn and Twitter may become bigger players as well.
This is the summary of an article by Andrea Addis, Giuliano Armando, and Eloisa Vargiu. You can get the pdf of the behavioral targeting article here: Profiling Users to Perform Contextual Advertising
Most of the advertisements that we see online are called sponsored links, from sponsored search advertising and contextual advertising. These ads are small textual messages that are supported by all of the major search engines today. Sponsored search advertising are ads that are placed in search engine results page after a search query, while contextual advertising is putting web pages in the content of third party web pages. An ad network acts as intermediary by selecting advertisements to increase ad network and publisher revenue and improving the experience of online users.
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 can get the PDF of the behavioral targeting article here: Desperately seeking the consumer..