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Audience Intelligence in Online Advertising

Audience Intelligence in Online Advertising

Bin Wang
Copyright: © 2011 |Pages: 16
ISBN13: 9781609601898|ISBN10: 1609601890|EISBN13: 9781609601911
DOI: 10.4018/978-1-60960-189-8.ch014
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MLA

Wang, Bin. "Audience Intelligence in Online Advertising." Online Multimedia Advertising: Techniques and Technologies, edited by Xian-Sheng Hua, et al., IGI Global, 2011, pp. 262-277. https://doi.org/10.4018/978-1-60960-189-8.ch014

APA

Wang, B. (2011). Audience Intelligence in Online Advertising. In X. Hua, T. Mei, & A. Hanjalic (Eds.), Online Multimedia Advertising: Techniques and Technologies (pp. 262-277). IGI Global. https://doi.org/10.4018/978-1-60960-189-8.ch014

Chicago

Wang, Bin. "Audience Intelligence in Online Advertising." In Online Multimedia Advertising: Techniques and Technologies, edited by Xian-Sheng Hua, Tao Mei, and Alan Hanjalic, 262-277. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60960-189-8.ch014

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Abstract

This chapter introduces the fundamentals of audience intelligence’s important aspects. The goal is to present what are related to audience intelligence, how online audience intelligence could be done, and some representative methods. In this chapter, the author will first address the fundamentals of the audience intelligence, including the brief introduction of the online ad eco-system, the relationship between audience intelligence and existing online ad types, performance measures and the challenges in this field. Next, some classical methods of audience intelligence on end-users will be introduces, namely, demographic, geographic, behavioral targeting and online commercial intent (OCI) detection. Then, audience intelligence on advertisers will be presented. Finally, related topics of online advertising, such as the privacy issue, will be addressed.

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