The ToC

Posted by eleanorbaird on April 25, 2008 · Leave a Comment 

Finally, here it is! There may be some tweaking, but this is essentially how the document will be laid out. Only a few more days to go!

Introduction

• Why this, why now?
• Research Questions
• Methodology

Part I: The History and Current Practice of Targeted Online Advertising

• Mass Communication: Reach, but limited personalization and control
• Enter the Internet: Targeting becomes more precise
• Understanding the Ecosystem
• Types of targeting
• Buying vs. Branding- Searching for the best use of the online channel
• Cookies, Pixels, and Data: How targeted online advertising works
• Current Issues in Behavioral Targeting

The quest for relevance
Industry consolidation…and fragmentation
Privacy Issues
Decline of the banner?
Pricing and Risk
Part II: Vital Signs – Metrics and Measurement

• Metrics Matter
• The Cult of the Click
• Conversions and Sales
• Engagement

Part III: Innovation and Evolution

• Origin of Innovation
• What to watch

Targeted video advertising
Localization
Segmentation through specialized online communities & networks
Rethinking of industry boundaries and silos

Part IV: Future Directions for Targeted Online Advertising

• Targeted online advertising will no longer look like advertising as we know it
• Consumers will assume more control the relationship
• Learning style could be a key targeting method
• Aggregation and artificial intelligence could alter how we think about targeting

Part V: Conclusions and Suggestions for Future Research

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Filed under planning, thesis