Targeted online advertising : persuasion in an era of massless communication
Name
294909115-MIT.pdf
Description
Full printable version
Size
1.11 MB
Format
Adobe PDF
Checksum (MD5)
4853aba3cb2cc8607f9b7d17a45816b2
Author(s)
Baird, Eleanor Coumont
Advisor(s)
Glen Urban.
Date Issued
2008
Publisher
Massachusetts Institute of Technology
Abstract
In recent years, the decline of the mass media and the growth of a participatory and fragmented audience online have forced advertisers, agencies, and publishers to revise their thinking about delivering marketing messages to consumers. Changes in web technology and consumer behavior has, in many cases, increased opportunities to target advertising, yet how to make the most effective use of the web as a channel for commerce and communication has proven to be more elusive. This paper investigates the implications of this shift for consumers and industry; meaningful metrics for targeted ads; and the how, where and why of innovation in this field. Using this data, it also looks ahead to the future, and how evolving concepts of relevance and utility for consumers will shape online advertising in the years to come.
Description
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2008.
This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections.
"June 2008."
Includes bibliographical references (p. 73-76).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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