Abstract
After having introduced to the topic and methodology of this book, this section will provide fundamental information about targeted advertising and theoretical basics that will be relevant in the context of the further analysis. First, targeted advertising and basic types of targeting will be defined, before an introduction to the business environment and typical advertising value chains is given.
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http://www.opentv.com/. Since 2010 OpenTV is part of the NAGRA Kudelski Group.
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Latest version dates from 2009 [66].
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The UAP ad formats are part of the OVK standard forms of online advertising. A textual definition will therefore be given in the next section.
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The four formats Leaderboard, Rectangle, Medium Rectangle and Wide Skyscraper are analog to the respective formats of the UAP.
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DRTV describes ad spots that allow the viewer to actively contact the product vendor via service hotlines, telefax, or email.
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© 2013 Springer Fachmedien Wiesbaden
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Schlee, C. (2013). Definitions and Related Work. In: Targeted Advertising Technologies in the ICT Space. Springer Vieweg, Wiesbaden. https://doi.org/10.1007/978-3-8348-2396-0_2
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DOI: https://doi.org/10.1007/978-3-8348-2396-0_2
Publisher Name: Springer Vieweg, Wiesbaden
Print ISBN: 978-3-8348-2395-3
Online ISBN: 978-3-8348-2396-0
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