Personalization of Adverisement as a Marketing Innovation
Barbara Borusiak , Bartłomiej Pierański , Robert Romanowski , Sergiusz Strykowski
AbstractThe 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.
|Journal series||Slovak Scientific Journal Management: Science and Education, ISSN 1338-9777, (0 pkt)|
|Publication size in sheets||0.3|
|Keywords in English||personalization, marketing innovation, real‐time‐bidding, advertising, networking|
|Score|| = 0.0, 23-12-2019, ArticleFromJournal|
= 0.0, 23-12-2019, ArticleFromJournal
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.