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
