Targeted Advertising Technologies in the ICT Space

Targeted Advertising Technologies in the ICT Space

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In recent years, the field of information and communication technology has started to change dramatically. Carriers are threatened by high revenue losses requiring them to identify new revenue potentials beyond their core business. Targeted advertising can be one of these revenue opportunities. Christian Schlee provides a broad overview of the latest developments and trends in targeted advertising in the ICT space. The author focuses on the technological aspects of targeted advertising, but also covers business and legal aspects. He analyzes the most interesting use cases in the Web, IPTV, the mobile environment, and in converged scenarios and examines important technological key building blocks.3.3.4 Mobile TV and Video Advertising Figure 39: Deutsche Telekom Mobile TV on iPhone (source: T-Mobile26, ... The analysis should rather focus on the differences in content transmission and the resulting issues that have to be considered when realizing targeted advertising. ... In 2010 the T-Home and T- Mobile German operations merged to form Telekom Deutschland GmbH, the T- Mobile brand wasanbsp;...

Title:Targeted Advertising Technologies in the ICT Space
Author:Christian Schlee
Publisher:Springer Science & Business Media - 2013-10-01


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