Targeting of Online Advertising

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bachelor_Tupamäki_Kalle_2017.pdf (1.1 MB)

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School of Business | Bachelor's thesis
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Date

2017

Department

Tieto- ja palvelutalouden laitos

Major/Subject

Mcode

Degree programme

Business Technology

Language

en

Pages

28

Series

Abstract

The purpose of this study is to shed light on targeting in the online advertising industry and especially its recent development, and to find out what factors affect said development. The study includes a literature review, four case studies and an explorative small-scale study on how well targeting is currently done on YouTube. This study aims to answer the following research questions: 1) How is targeting of online ads currently done? 2) How effective is the targeting? 3) What are the limiting factors of targeting and why? 4) What things affect the future development of targeting?

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Thesis advisor

Bragge, Johanna

Keywords

targeting, online advertising, behavioral targeting, mobile advertising, online privacy

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https://urn.fi/URN:NBN:fi:aalto-201707046284

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[kand] Kauppakorkeakoulu / BIZ (Open Access)