Advertising on mobile terminals is a consequential advancement of traditional methods of advertising. In this article we will discuss the special potentials and challenges of mobile advertising and introduce the MoMa-system as approach to enable personalized and context sensitive advertising while guaranteeing data protection, whereas context isn’t limited to just location.

Advertising revenues have become a critical element in the business plans of most commercial Web sites. Despite extensive research on advertising in traditional media, managers and researchers face considerable uncertainty about its role in the online environment. The benefits offered by the medium notwithstanding, the lack of models to measure and predict advertising performance is a major det...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

There is a lack of published research data on the goal conversions of the real e-commerce systems and e-commerce users’ behavior in Macedonia and the Balkan countries. We present the findings of the 6 months research on the strategies applied on the regional e-commerce online bookstore Kupikniga.mk. Several conversion channels and combination funnels were applied, like paper flyers, TV and news...

Mining thousands of viewing choices and millions of patterns, advertisers and TV networks identify household characteristics, tastes, and desires to create and deliver custom targeted advertising. THE emergence of the digital personal video recorder (PVR) is likely to coincide with profound changes in television viewing, as viewers use the technology to time-shift their viewing and skim over or...

nowadays, advertising companies and firms try to establish a trade name which is superior to similar ones. in order to overcome their competitors in advertising campaigns, the firms have adopted new approaches. they use the best and newest marketing and commercial advertising methods to attract potential customers and consumers. some advertisers use their competitors' trademarks, trade name, et...

In the web advertising domain, contextual advertising and sponsored search are two of the main advertising channels used to display related advertisements on web pages. A major challenge for contextual advertising is to match advertisements and web pages based on their semantics. When a web page and its semantically related advertisements contain many different words, the performance of the tra...