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2022 | OriginalPaper | Chapter

26. 5G Mobile Targeting Ads

Authors : Shintaro Okazaki, Yue Peng

Published in: Media and Change Management

Publisher: Springer International Publishing

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Abstract

As the fifth generation (5G) of mobile broadband is quickly replacing 4G LTE connections, more enhanced mobile targeting receives increasing attention. 5G technology helps marketers and advertisers create more effective mobile ads with better personalization and targeting capability at higher speed and low costs. The introduction as well as the proliferation of 5G technology will significantly affect the general landscape and practice of the advertising industry. This chapter provides a conceptual foundation of 5G mobile targeting ads, which can be envisaged by three theoretical pillars, namely, adaptivity, granularity, and ubiquity.

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Metadata
Title
5G Mobile Targeting Ads
Authors
Shintaro Okazaki
Yue Peng
Copyright Year
2022
Publisher
Springer International Publishing
Book
Media and Change Management

Print ISBN: 978-3-030-86679-2

Electronic ISBN: 978-3-030-86680-8

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-86680-8_26