Supporting Targeted Advertising in Integrated Broadcast-Broadband Systems With Automatic Media Content Preparation
Sign Up to like & getrecommendations! Published in 2022 at "IEEE Access"
DOI: 10.1109/access.2022.3226367
Abstract: Integrated Broadcast-Broadband (IBB) Systems enable a range of new services for viewers, including content personalization, such as targeted advertising. Custom advertising is delivered using the broadband connection synchronized with the broadcast content, demanding high-control synchronization… read more here.
Keywords: preparation; broadband; targeted advertising; integrated broadcast ... See more keywords
Target or Not? Endogenous Advertising Strategy Under Competition
Sign Up to like & getrecommendations! Published in 2020 at "IEEE Transactions on Systems, Man, and Cybernetics: Systems"
DOI: 10.1109/tsmc.2018.2853181
Abstract: This paper considers two firms that compete on both advertising and pricing. Each firm decides whether to use mass advertising to cover the entire market or adopt targeted advertising to inform only the switching shoppers.… read more here.
Keywords: advertising; advertising strategy; mass advertising; targeted advertising ... See more keywords