Targeted Advertising Technologies in the ICT Space A Use Case Driven
In recent years, the field of information and communication technology has started to change dramatically. Carriers are threatened by high revenue losses requiring them to identify new revenue potentials beyond their core business. Targeted advertising ca
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Christian Schlee
Targeted Advertising Technologies in the ICT Space A Use Case Driven Analysis
Christian Schlee Darmstadt, Germany
ISBN 978-3-8348-2395-3 DOI 10.1007/978-3-8348-2396-0
ISBN 978-3-8348-2396-0 (eBook)
The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Library of Congress Control Number: 2013948610 Springer Vieweg © Springer Fachmedien Wiesbaden 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer Vieweg is a brand of Springer DE. Springer DE is part of Springer Science+Business Media. www.springer-vieweg.de
Preface Targeted advertising is one of the hottest new media buzzwords. Target group specific advertisments are ubiquitous in the Web and big players like Google owe their enormous growth to profits realized through advertising services based on sophisticated targeting technologies. However, the potential of targeted advertising reaches beyond the Web across the entire ICT space including IPTV, mobile and convergent environments. This book provides a broad overview of trends and developments in targeted advertising covering all relevant ICT channels and gives a comprehensive introduction to underlying technologies. Basic chapters on targeting, ad formats and technological backgrou
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