Targeted Advertising Technologies in the ICT Space: A Use by Christian Schlee

By Christian Schlee

In contemporary years, the sector of knowledge and communique expertise has began to swap dramatically. vendors are threatened via excessive profit losses requiring them to spot new profit potentials past their middle enterprise. specific advertisements might be this type of profit possibilities. Christian Schlee offers a wide evaluate of the newest advancements and traits in particular ads within the ICT area. the writer makes a speciality of the technological elements of exact ads, but in addition covers company and criminal points. He analyzes the main attention-grabbing use circumstances within the internet, IPTV, the cellular surroundings, and in converged situations and examines very important technological key development blocks.

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2   Basic Technology 27 28 Definitions and Related Work IPTV Technology and Standardization As mentioned above video content that shall be delivered to the customer must be encoded in the headend. 264, or proprietary standards like the Microsoft Windows Media Video 9 (WMV9) and then sent in an MPEG transport stream. g. g. BSkyB, Sky Italia) platforms. More information about IPTV encoding and transmission technology can for example be found in [27]. Concerning the underlying architecture standardization efforts on the use of the 3GPP IP Multimedia Subsystem (IMS) [5] are in progress.

G. a potential interest in cars even if the user has not visited a car-related webpage before [155]. 3 The Business Environment of Targeted Advertising In the previous subsections targeted advertising has been identified to be part of the personalization process that aims at better addressing customers in order to increase advertising efficiency. A basic definition of targeted advertising and possible targeting methods has been given. On the way to develop the most promising targeted advertising scenarios in the ICT space, it is necessary to analyze the business environment in which advertising shall take place.

At the same time the user is presented with advertising he is most likely interested in due to his past consumption behavior [155]. Behavioral targeting is 16 Definitions and Related Work one of the hottest topics in targeted advertising as the concept is leveraged by the tracking opportunities of modern bidirectional IP-based communication. Predictive Behavioral Targeting Predictive behavioral targeting enables the delivery of advertising to user groups whose profiles have been enriched using statistical predictions.

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