You are giving off a lot of personal information online. Signing up may ask for your name, zip code, among other info, but big software companies such as Microsoft know more information thank you think they do. For example, they know exactly when you check your inbox, and the average monthly income of your neighborhood. Indeed, these companies aggregate and collect data in very complex ways using complicated tools that record user online behavior merged with other data. Many users are unaware that these companies know so much about them. This is the summary of an article by Michelle Kessler and Byron Acohido, which talks about targeting behavior and mining for online user data. You can get the pdf of the behavioral targeting article here: Data miners dig a little deeper
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
Response rates to banner ads have decreased dramatically, paving the way for two strategies for online advertising. One is ads incorporating audio and video to make them more appealing, and the other is Google developing Adsense; displaying simple text ads that are targeted to content. This is the summary of an article written by Avi Goldfarb and Catherine Tucker, which investigates both strategies and their effectiveness for online advertising, and how consumer perceptions of privacy and intrusiveness affect them in such. You can get the PDF of the behavioral targeting article here: Online display advertising..
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 the article written by Maciá-Fernández, et al., which suggests a method that ISP’s can use for behavioral ad targeting without violating the Federal Wiretap Act. You can get the PDF of the behavioral targeting article here: ISP-Enabled Behavioral Ad Targeting..