Behavioural Targeting in the Mobile Ecosystem

Behavioural Targeting in the Mobile Ecosystem

José Luis Gómez-Barroso (National University of Distance Education (UNED), Spain) and Juan Ángel Ruiz (National University of Distance Education (UNED), Spain)
DOI: 10.4018/978-1-5225-1793-1.ch007
OnDemand PDF Download:
$30.00
List Price: $37.50

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.
Chapter Preview
Top

The Value Of Personal Information As An Intangible Asset

Customers and the data referred to them are, no doubt, a key intangible asset for companies. Hence it follows why they expend huge efforts in gathering data. Most firms manage and analyse this data with the intention of creating value for own new products and services through tailored marketing campaigns. A second situation is that of a particular type of company that collects data to attract advertisers through being a channel to reach their target markets.

Complete Chapter List

Search this Book:
Reset