This is the summary of an article by Matthew Brown, written on 2003, which is an analysis of online marketing in the sports industry. This industry needs a very good understanding of how marketing through the Internet works. You can get the pdf of the behavioral targeting here: An Analysis of Online Marketing in the Sports Industry: User Activity, Communication Objectives, and Perceived Benefits.
Food companies have taken advantage of the steady rise of presence among kids and teens in the online world. McDonald’s, for example, has transformed its Happy Meal website into an interactive website, with various engaging elements aimed at developing a digital marketing ecosystem. In this ecosystem, children are being creative, engaging in social networking, playing games, entering contests, and more importantly, editing profiles which are valuable sources of targeting data. This is the summary of the article by Jeff Chester and Kathryn Montgomery, which talks about the impact of online advertising by food companies on the youth, particularly their health. You can get the PDF of the behavioral targeting article here: Interactive food and beverage marketing..