Online Advertising

Online Advertising

INSTRUCTIONS
This assignment is divided into four chapters: 1) what is targeted advertising 2) motivations for web tracking 3) Information extracted by web tracking 4) Methods for
collecting data on people’s online behavior.
In bold are the sources (please see uploaded documents as well as listed websites) on which the assignment must be based and the information is provided. The main task
is to summarize, paraphrase the mentioned information and include certain tables/figures as indicated in this instructions document (copy & paste is fine with
according citation please). The writer is free to add additional academic or web sources in order to improve the flow and comprehension. Wikipedia sources are only
meant for consultation, inspiration and better understanding, please don’t cite Wikipedia. Sometimes, several sources describe the same concepts (e.g. motives for web
tracking), just extract the relevant information of both and then cite both at the end of the paragraph. Please also feel free to add new sources if these sources
aren’t sufficient to cover the topic. Also, feel free to include new sections/content that I’ve maybe overseen or forgotten to list. IMPORTANT: please include
citations of all the sources where info has been extracted at the end of each paragraph (if possible). The approximate number of pages that should be written is
indicated behind each chapter and is indicative of the depth of information expected. PLEASE feel free to contact me via online chat in case of any further
clarifications. Thank you in advance, Daniel
What is Targeted advertising? (approx. 3-4 pages)
• Chapter 1.1.2 Targeted Advertising (introduction into Contextual vs behavioral vs location based targeting)
N VRATONJIC _ Security, Privacy and Economics of Online Advertising

• Contextual advertising and Semantic Targeting
o Chapter IV. A (Contextual advertising and Semantic Targeting)
Schmuecker_Web Tracking Seminar Paper
o How contextual advertising works
https://en.wikipedia.org/wiki/Contextual_advertising
o Understanding Semantic Advertising, Types of Semantic Advertising
http://smallbusiness.chron.com/behavioral-advertising-vs-semantic-advertising-39112.html
https://en.wikipedia.org/wiki/Semantic_advertising
• Behavioral targeting
o Behavioral targeting and data analytics (pages 23-25, include written example of trade off between precision and reach as in the text on page 24 and 25!)
Evans_The Online Advertising Industry Economics Evolution and Privacy
o Chapter 2. PRIVACY ELEMENTS (behavioral tracking page 542)
Krishnamurthy_Privacy diffusion on the web
o Chapter IV. B (Behavioral targeting)
Schmuecker_Web Tracking Seminar Paper
• Location based targeting
Refer to Sections: What makes location-based advertising different from other advertising mediums?, What do advertisers and marketers need to know when it comes to the
issue of consumer privacy in relation to using location based advertising?, What is AdMatch™ and Retail Retargeting™ and how do they differ from other platforms out
there?)
http://www.forbes.com/sites/marketshare/2013/01/17/is-location-based-advertising-the-future-of-mobile-marketing-and-mobile-advertising/#46579c6977a0
https://en.wikipedia.org/wiki/Location-based_advertising
Motivations for web tracking (approx. 4-6 pages)
• Chapter I “Introduction” and chapter III “Usability tests”
Schmuecker_Web Tracking Seminar Paper
• Chapter VIII. “PURPOSES AND IMPLICATIONS OF TRACKING”
Bujlow_Web Tracking: Mechanisms, Implications, and Defenses
• Chapter 2.3 What is the information used for?
Purry_Swedes Online: You Are More Tracked Than You Think
• Chapter 2. PRIVACY ELEMENTS – “Some tracking is useful…”
Krishnamurthy_Privacy diffusion on the web
Information extracted by web tracking (approx. 3-4 pages incl. figure)
• Chapter 1.3.2. What data can be collected with client side on-site data collection? (include figure 6, describe movement pattern, interaction, metadata)
Chapter 1.4. Data quality frameworks (mention in a short paragraph that data quality is important along with the 9 characteristics of data quality (accuracy,
credibility…))
Berg_ Evaluating Quality of Online Behavior Data
• Chapter 2.2 What is known by trackers?
Purry_Swedes Online: You Are More Tracked Than You Think
• Chapter II. WEB ANALYTICS “A variety of information is potentially of interest to web site operators, such as:…” (number of visitors, how long they stay…)
Schmuecker_Web Tracking Seminar Paper
• Chapter 2. PRIVACY ELEMENTS “Along with cookies and results of JavaScript execution, the
tracking sites have all the regular information available in a typical HTTP request…”
Krishnamurthy_Privacy diffusion on the web
• Chapter 2. AVAILABILITY OF PII IN OSNS (include Table 1: PII Availability Counts in 12 OSNs)
Krishnamurthy_ On the Leakage of Personally Identifiable Information Via Online Social Networks

Methods for collecting data on people’s online behavior (approx. 4-5 pages incl. figure)
• Chapter 1.2.2. The online behavior data collection landscape (include figure 2 and description of qualitative/quantitative methods)
Berg_ Evaluating Quality of Online Behavior Data
• Deterministic vs. Probabilistic tracking, Cross device tracking (describe concepts)
http://www.applift.com/blog/deterministic-data
https://iapp.org/news/a/cookies-are-so-yesterday-cross-device-tracking-is-insome-tips
http://digiday.com/publishers/deterministic-vs-probabilistic-cross-device-tracking-explained-normals/
https://www.ingenioustechnologies.com/wp-content/uploads/2015/07/Cross-Device-Tracking.pdf
http://blog.affiliatewindow.com/wp-content/uploads/2015/10/Cross-Device-Webinar-Supporting-Document.pdf
http://www.technologyreview.com/news/538731/how-ads-follow-you-from-phone-to-desktop-to-tablet/

FOR YOUR ASSIGNMENTS TO BE DONE AT A CHEAPER PRICE PLACE THIS ORDER OR A SIMILAR ORDER WITH US NOW