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Published in:
2013 | OriginalPaper | Chapter
1. Introduction
Author : Christian Schlee
Published in: Targeted Advertising Technologies in the ICT Space
Publisher: Springer Fachmedien Wiesbaden
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Abstract
In recent years the advertising industry has undergone substantial changes that can be characterized by two major developments. First, traditional advertising channels like television (TV), radio, newspapers, and out of home (OoH) media lose importance while online advertising has been growing significantly in the last six years, experiencing an average growth rate of more than 40% year-on-year across 16 countries in Europe [209].