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Behavioral Targeting Online Advertising

Behavioral Targeting Online Advertising

Jun Yan, Dou Shen, Teresa Mah, Ning Liu, Zheng Chen, Ying Li
Copyright: © 2011 |Pages: 20
ISBN13: 9781609601898|ISBN10: 1609601890|EISBN13: 9781609601911
DOI: 10.4018/978-1-60960-189-8.ch012
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MLA

Yan, Jun, et al. "Behavioral Targeting Online Advertising." Online Multimedia Advertising: Techniques and Technologies, edited by Xian-Sheng Hua, et al., IGI Global, 2011, pp. 213-232. https://doi.org/10.4018/978-1-60960-189-8.ch012

APA

Yan, J., Shen, D., Mah, T., Liu, N., Chen, Z., & Li, Y. (2011). Behavioral Targeting Online Advertising. In X. Hua, T. Mei, & A. Hanjalic (Eds.), Online Multimedia Advertising: Techniques and Technologies (pp. 213-232). IGI Global. https://doi.org/10.4018/978-1-60960-189-8.ch012

Chicago

Yan, Jun, et al. "Behavioral Targeting Online Advertising." In Online Multimedia Advertising: Techniques and Technologies, edited by Xian-Sheng Hua, Tao Mei, and Alan Hanjalic, 213-232. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60960-189-8.ch012

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Abstract

With the rapid growth of the online advertising market, Behavioral Targeting (BT), which delivers advertisements to users based on understanding of their needs through their behaviors, is attracting more attention. The amount of spend on behaviorally targeted ad spending in the US is projected to reach $4.4 billion in 2012 (Hallerman, 2008). BT is a complex technology, which involves data collection, data mining, audience segmentation, contextual page analysis, predictive modeling and so on. This chapter gives an overview of Behavioral Targeting by introducing the Behavioral Targeting business, followed by classic BT research challenges and solution proposals. We will also point out BT research challenges which are currently under-explored in both industry and academia.

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