I’ve sent this out to a few people now – this is my revised abstract, which I put together this week. The structure of the paper has changed a bit too, and I’ll post more on that in the next few days. I’d welcome any comments you have!
In recent years, audience fragmentation has forced the advertising community to revise its thinking about delivering messages through mass communication channels. Changes in web technology and consumer behavior has, in many cases, increased opportunities to target advertising, yet how to make the most effective use of them has proven to be more elusive. The purpose of this thesis will be to understand the implications of this shift for consumers and industry; identify meaningful metrics; search for innovative practices in the field; and investigate potential role of social networks, branded utilities, cross-platform targeting optimization, learning styles, and semantic web in the next generation of targeted advertising.
