Behavioural Targeting in the Mobile Ecosystem

Abstract

Personal information is a key intangible asset for companies. In particular, for those companies that collect personal data to attract advertisers through being a channel to reach their target markets, i.e., through offering targeted advertising. A universe of always located and always connected potential consumers enhance the potential of behavioural targeting, which is seen as the business model on which the success of new mobile content, applications and services relies. This chapter aims to explain the implications of the use of behavioural targeting within the mobile environment. It provides an overview of the exploitation of personal data, a comprehensive description of the behavioural targeting ecosystem, and a view of the promises and pitfalls associated to the rise of mobility.