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The analysis of the different use case scenarios in the Web, in IPTV, and in the mobile environment has revealed that the actual targeted advertising process relies on some typical core functionalities that can be found in almost each case. This includes the Profiling Unit and the Targeting and Recommendation Units that are merged to the Targeting Intelligence in the above cases, as well as the Campaign Management and the Ad Server.
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As already mentioned in section 18.104.22.168 Wunderloop was acquired by AudienceScience and Wunderloop’s targeting technology was integrated into AudienceScience’s targeting solution . Deutsche Telekom is now cooporating with AudienceScience . The research for this work was based on the Wunderloop system and thus the following analyses will refer to the Wunderloop targeting solution.
For an overview on recommendation technologies please see section 5.3.
Please note that the work of the Liberty Alliance has been contributed to the Kantara Initiative founded in 2010. See http://kantarainitiative.org/.
- Analysis of Key Building Blocks in Targeted Advertising Technologies
- Springer Fachmedien Wiesbaden
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