Advertising has evolved from printed media to broadcast media, and now to the technological advancement that is the Internet. While this is a good opportunity to mass advertise online, there are many techniques using online databases and cookies to personalize advertisements. Yet there is another frontier for advertisers, and that is called Location-Aware Advertising (LAA). This is the summary of the behavioral targeting research by Lih-bin Oh and Heng Xu. You can get the pdf of the behavioral targeting article here: Effects of Multimedia on Mobile Consumer Behavior.
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 online sales are expected to reach $1 trillion. This is the summary of an article by Gloria Boone, et al., discussing the importance of some forms of online advertising and its trends. You can get the PDF of the behavioral targeting article here: Emerging trends in online advertising