A Research Paper o n Measuring Effectiveness o f Online Behavioral Advertisements
Journal Title: International Journal of Scientific Research and Management - Year 2014, Vol 2, Issue 12
Abstract
In recent years, popular internet content and services have been funded increasingly by advertising rather than through charges to consumers. If advertising is to remain the primary means of financing Internet content, then advertising rates wil l be a critical dete rminant of the kind and quality of Internet content available. If publishers can’t effectively capture some of the value they create for viewers, they will not be able to provide as much content, or content of the same quality as viewers have come to expec t. One strategy widely used to increase the value of advertising is behavioral targeting. If advertising better matches consumer interests, consumer s are more likely to respond to the message, and advertisers will be willing to pay more for ads delivered t o such an audience [1]. The report published by Network Advertising Initiative (NAI) in March 2010 found that in 2009, behaviorally - targeted advertising secured an average of 2.68 times as much revenue per ad as non - targeted “run of network” advertising [2 ]. Hence, it is very important to measure effectiveness of online behavioral advertising also known as “Holy Grail” in online advertising because of its effectiveness. This study focuses on m easuring effectiveness of online behavioral advertising at differ ent stages of buyer behavior process by collecting data from 120 respondents
Authors and Affiliations
Kaushik kumar
Keywords
Related Articles
- EP ID EP214331
- DOI -
- Views 55
- Downloads 0
Dowry, Its Causes a nd Cons equences: A Sociological Study of Dowry Harassment and Death Cases i n Aligarh District o f U P
Dowry refers to “the property, money, ornaments or any other form of wealth which a man or his family receives from his wife or her family at the time of marriage. Dowry is both a practice and a problem with Indian marri...
Surrogacy in India : Legality
Surrogacy in India is becoming the concern issue these days because in India surrogac y plays an important role for those who does not have the capacity to have her own child. Now a days India becomes the best place kno...
An Examination of the Relationship between Service Quality Dimensions, Overall Internet Banking Service Quality and Customer Satisfaction
The focus on new technologies in all sectors is growing and Banking Industry is also not an exception to it. Internet Banking has the potential to transform the banking business as it significantly lowers delivery and...
The Effect of Portfolio - Based Assessment on EFL Students Writings and Process Writing
Sharifi and Hassaskhah (2011) set out to investigate the impact of portfolio assessment techniques on the overall quality of students' writing. The population of the study included 20 university students in a time interv...
Design and Analysis of MEMS Switch for RF Applications
This paper describes the design process of MEMSswitch and analysis of the MEMS switch structures for finding certain switch parameters to develop a highperformance RF MEMS switch w ith low voltage, low insertion loss a...