http://firstmonday.org/ojs/index.php/fm/article/view/2008/1883#r3
1. Banner advertising
2. Contextual advertising
3. Behavioral targeting
The term describes a number of methods for analyzing user behavior to determine when a user is most receptive to certain kinds of advertising. Internet users can be observed in a basic way by analyzing IP address, bandwidth, browser type and operating system in server logs. Since 1997, companies like DoubleClick have also provided the means to track users via cookies on several different Web sites and over longer periods of time. With behavioral targeting techniques this user data can be analyzed to generate data models of online purchasing behavior. By correlating current user behavior with these data models, advertisements can be displayed when they are most likely to influence users’ purchasing decisions (Long, 2007). Since behavioral targeting requires large amounts of user data to generate reliable statistical models, it is most effective in larger networks and portals where a lot of user data can be collected.
1. Banner advertising
2. Contextual advertising
3. Behavioral targeting
The term describes a number of methods for analyzing user behavior to determine when a user is most receptive to certain kinds of advertising. Internet users can be observed in a basic way by analyzing IP address, bandwidth, browser type and operating system in server logs. Since 1997, companies like DoubleClick have also provided the means to track users via cookies on several different Web sites and over longer periods of time. With behavioral targeting techniques this user data can be analyzed to generate data models of online purchasing behavior. By correlating current user behavior with these data models, advertisements can be displayed when they are most likely to influence users’ purchasing decisions (Long, 2007). Since behavioral targeting requires large amounts of user data to generate reliable statistical models, it is most effective in larger networks and portals where a lot of user data can be collected.
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