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Über dieses Buch

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 can be one of these revenue opportunities. Christian Schlee provides a broad overview of the latest developments and trends in targeted advertising in the ICT space. The author focuses on the technological aspects of targeted advertising, but also covers business and legal aspects. He analyzes the most interesting use cases in the Web, IPTV, the mobile environment, and in converged scenarios and examines important technological key building blocks.

Inhaltsverzeichnis

Frontmatter

1. Introduction

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].
Christian Schlee

2. Definitions and Related Work

Abstract
After having introduced to the topic and methodology of this book, this section will provide fundamental information about targeted advertising and theoretical basics that will be relevant in the context of the further analysis. First, targeted advertising and basic types of targeting will be defined, before an introduction to the business environment and typical advertising value chains is given.
Christian Schlee

3. Use Case Identification and Description

Abstract
In the previous section the foundations of targeted advertising have been described and an overview of use case methodology and basic technologies in the ICT space has been given. As a first step towards the definition of concrete use cases typical ad formats from the Web, TV, and mobile world have been introduced in order to give a feeling of possible advertising scenarios.
Christian Schlee

4. Technological Use Case Analysis

Abstract
In the previous section an introduction to targeted advertising opportunities in different ICT channels has been given. The analysis of potential scenarios has led to the definition of several particularly interesting use cases in the Web, in IPTV, in mobile networks and also in converged environments. The selected use cases have been described from a user perspective aimed at providing the reader with a basic understanding of the respective matters.
Christian Schlee

5. Analysis of Key Building Blocks in Targeted Advertising Technologies

Abstract
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.
Christian Schlee

6. Business and Legal Aspects of Targeted Advertising

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.
Christian Schlee

7. Conclusion and Outlook

Abstract
The Information and Communication Technology (ICT) world is currently experiencing disruptive changes. “Webcos” like Google are making more and more money with Internet-based services thereby degrading Telcos to “bit pipes”. In addition, Webcos are increasingly pushing into traditional Telco businesses.
Christian Schlee

Backmatter

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