Personalization of Adverisement as a Marketing Innovation

Barbara Borusiak , Bartłomiej Pierański , Robert Romanowski , Sergiusz Strykowski


The Internet has significantly changed the way market entities communicate with each other. Innovative forms of communication have been introduced in a number of fields, esp. advertising. New solutions based on big data and recommendation technology make it possible to personalize Internet advertising in an automated manner. Companies can now achieve two contradictory goals: adaptation of the ad content and its form to the unique profile of each customer and at the same time operating within mass markets. The aim of the paper is to describe the characteristics of Internet advertising and to present an in‐depth insight into personalized ads. The Real Time Bidding mechanism is also characterized as a tool for automated advertisement personalization.
Author Barbara Borusiak (WZ / KHiM)
Barbara Borusiak,,
- Department of Trade and Marketing
, Bartłomiej Pierański (WZ / KHiM)
Bartłomiej Pierański,,
- Department of Trade and Marketing
, Robert Romanowski (WZ / KHiM)
Robert Romanowski,,
- Department of Trade and Marketing
, Sergiusz Strykowski (WIiGE / KTI)
Sergiusz Strykowski,,
- Department of Information Technology
Journal seriesSlovak Scientific Journal Management: Science and Education, ISSN 1338-9777, (0 pkt)
Issue year2014
Publication size in sheets0.3
Keywords in Englishpersonalization, marketing innovation, real‐time‐bidding, advertising, networking
Languageen angielski
Score (nominal)0
Score sourcejournalList
ScoreMinisterial score = 0.0, 23-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 0.0, 23-12-2019, ArticleFromJournal
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