haku: @journal_id 1741 / yhteensä: 17
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| Tekijä: | Lewis, J. |
| Otsikko: | CUSTOMERS IN THE CROSSHAIRS: Web analytics promises to get advertisers closer to consumers |
| Lehti: | Red Herring
2001 : MAR 20, 94, p. 66-68 |
| Asiasana: | INTERNET ADVERTISING CUSTOMERS CONSUMERS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This paper considers the situation with inline advertising: it never looked so bleak; online advertising is slowing; the prices of online ads is dropping. So why are analysts optimistic? The author is trying to answer this question: Web offers something other media can't - the chance to track individual consumers' habits and preferences and deliver ads to those most likely to buy the products. Web analysts firms collect vast amounts of information on individual Web users and use it to construct elaborate profiles. This sort of information allows advertisers to get closer than ever to consumers. The conclusion of the paper is that advertisers' capacity to reach customers should double in the next 18 months. |
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