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2013 | OriginalPaper | Chapter

6. Business and Legal Aspects of Targeted Advertising

Author : Christian Schlee

Published in: Targeted Advertising Technologies in the ICT Space

Publisher: Springer Fachmedien Wiesbaden

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Abstract

Being the primary focus of this book, the previous sections mainly dealt with technological aspects of targeted advertising in the ICT space. Though, the subject certainly can be approached from multifold directions especially including business and legal aspects. The basic business environment of targeted advertising has already been introduced in section 2.1.3. Various legal concerns of targeting technologies have emerged in the context of the use case analysis.

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previous chapter Analysis of Key Building Blocks in Targeted Advertising Technologies

next chapter Conclusion and Outlook

Estimates for the number of ads the average American is exposed to range between several hundred up to 3,000 ad messages a day [142].

http://www.sevenonemedia.de/

http://www.ip-deutschland.de/

http://www.gesetze-im-internet.de/bdsg_1990/

http://www.gesetze-im-internet.de/tmg/

http://www.gesetze-im-internet.de/tkg_2004/

http://www.die-medienanstalten.de/fileadmin/Download/Rechtsgrundlagen/Gesetze aktuell/13._RStV_01.04.2010_01.pdf

http://europa.eu/legislation_summaries/internal_market/single_market_services/ l24120 en.htm

See http://www.studivz.net/l/policy/declaration/ paragraph 5 and http://www.studivz.net/ Terms/Options option 3 (login required).

Due to the acquisition of Wunderloop by AudienceScience [220], the respective privacy policy can be found at http://www.audiencescience.com/de/privacy.

http://www. gesetze-im-internet.de/urhg/

Title: Business and Legal Aspects of Targeted Advertising
Author: Christian Schlee
Publisher: Springer Fachmedien Wiesbaden
Book: Targeted Advertising Technologies in the ICT Space
Print ISBN: 978-3-8348-2395-3

Electronic ISBN: 978-3-8348-2396-0

Copyright Year: 2013
DOI: https://doi.org/10.1007/978-3-8348-2396-0_6

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