Analysis of Key Building Blocks in Targeted Advertising Technologies

  • Christian Schlee


The analysis of the different use case scenarios in the Web, in IPTV, and in the mobile environment has revealed that the actual targeted advertising process relies on some typical core functionalities that can be found in almost each case. This includes the Profiling Unit and the Targeting and Recommendation Units that are merged to the Targeting Intelligence in the above cases, as well as the Campaign Management and the Ad Server.


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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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