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Definitions and Related Work

  • Christian Schlee

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.

Keywords

Universal Mobile Telecommunication System General Packet Radio Service Visitor Location Register Home Location Register European Telecommunication Standard Institute 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Christian Schlee
    • 1
  1. 1.DarmstadtGermany

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