Targeted Advertising Technologies in the ICT Space
Targeted Advertising Technologies in the ICT Space
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This thesis deals with targeted advertising technologies in the ICT space as well as their strategic business implications, and provides a broad overview of market trends. The concept of targeted advertising includes the compilation of detailed information about consumers and their preferences in using the Internet or consuming other media for the purpose of providing them with individualized advertisements. The goal of the thesis is to perform a comprehensive but also practice-oriented analysi…
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This thesis deals with targeted advertising technologies in the ICT space as well as their strategic business implications, and provides a broad overview of market trends. The concept of targeted advertising includes the compilation of detailed information about consumers and their preferences in using the Internet or consuming other media for the purpose of providing them with individualized advertisements. The goal of the thesis is to perform a comprehensive but also practice-oriented analysis, therefore following a use-case driven approach. Based on information derived from expert interviews and literature research, the most interesting use cases in the Web, IPTV, in the mobile environment, and in converged scenarios are identified and described from a user perspective. Crucial points emerging from these descriptions are further deepened in a technological analysis resulting in elaborate models depicting underlying technology units and their interworking. This allows identifying technological opportunities and challenges of the respective scenarios. Resulting from these analyses important technological key building blocks are identified and examined more closely. This includes the generic description of a targeted advertising framework with functional components like profiling, targeting and recommendation units as well as technological deep dives into the subjects of Identity Management (IdM) and recommendation technologies. In order to achieve a comprehensive overview, business and legal aspects of targeted advertising are covered supplemental.
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This thesis deals with targeted advertising technologies in the ICT space as well as their strategic business implications, and provides a broad overview of market trends. The concept of targeted advertising includes the compilation of detailed information about consumers and their preferences in using the Internet or consuming other media for the purpose of providing them with individualized advertisements. The goal of the thesis is to perform a comprehensive but also practice-oriented analysis, therefore following a use-case driven approach. Based on information derived from expert interviews and literature research, the most interesting use cases in the Web, IPTV, in the mobile environment, and in converged scenarios are identified and described from a user perspective. Crucial points emerging from these descriptions are further deepened in a technological analysis resulting in elaborate models depicting underlying technology units and their interworking. This allows identifying technological opportunities and challenges of the respective scenarios. Resulting from these analyses important technological key building blocks are identified and examined more closely. This includes the generic description of a targeted advertising framework with functional components like profiling, targeting and recommendation units as well as technological deep dives into the subjects of Identity Management (IdM) and recommendation technologies. In order to achieve a comprehensive overview, business and legal aspects of targeted advertising are covered supplemental.

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