Measuring supportiveness of the internet and mobile platforms for personalized Ad

Abstract

With Internet advertising revenue ever increasing, mobile advertising revenue is rapidly growing as well. One of the main characteristics of the Internet and mobile advertising is that they can deliver personalized advertisements to each user. However, the notion of personalized ad method is not a single concept, and the required information for personalization depends upon the type of service platform. So some personalized ad method matches with a certain service platform better than the others. To characterize the mapping between personalized ad methods and service platform, this research measures the supportiveness of typical Internet and mobile platforms for the seven types of personalized ad methods. For the measurement, a constraint satisfaction problem (CSP) approach is adopted to assess the degree of the match between the personalized ad methods and platforms via the required information that are necessary to create the personalized ads. The results of this research help web publishers assess their potential to deliver specific personalized ad methods. © 2013 Springer-Verlag Berlin Heidelberg.