Table of Contents
- Introduction
- Main Categories of Online Ad Inventory
- Four Types of Ad Targeting
- Benefits of a Social Graph
- Benefits can be harvested on four levels
- Positioning of Key Players
- Level 1: Placing Ads on the Site
- Rich Profiling Data
- New Ways to Target Users
- Level 2: Placing Ads within Applications
- Campaigns Follow Applications (Developer API)
- Viral Booster: Super-efficient Distribution of Campaign
- Level 3: Affiliate Network
- Increasing Campaign Reach
- Social Advertising: Facebook Affiliate Program
- Cookie Deletion
- Level 4: Open, Social Advertising Environment
- Caution: Avoiding a False Trail
- Reason 1: Networks of ' friends' tend to be weakly-correlated
- Reason 2: Even topic-focussed communities can contain highly diverse
individuals
- Summary
- Challenges
- User-generated Content
- Privacy Concerns
- Facebook and Google
- Cross-platform Considerations
- Enforcement Agencies
- Technological Complexity: Considerations
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