Targeted online advertising : persuasion in an era of massless communication

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.