University College London researchers recently conducted a review of computational advertising technology and outlined the challenges that it faces.
The researchers identified four groups of stakeholders in computational advertising, including advertisers, online publishers, ad exchanges, and Web users. Social networking companies are using computational advertising technology to extract more value from their users, but much of that data is proprietary, and these companies do not want to reveal how they exploit their networks for profit.
Meanwhile, many users are removing personal information and taking measures that prevent advertisers from identifying them. Advertisers want sophisticated tools to plan campaigns and to monitor their return on investment. The researchers say there also is an increasing need for a futures market for advertising space that enables advertisers to take an option on advertising space several months in advance but without being obligated to buy the space permanently.
In addition, publishers want more effective ways of measuring the effectiveness of their inventory so that advertisers can choose with greater precision where they can get the best return.
From Technology Review
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