1. TARGETED INTERNET ADVERTISING VIIANEN JONNE KAVÉN EETU

2. AGENDA BENEFITS METHODS LOCATION BASED ADVERTISING BEHAVIORAL TARGETING RISKS

3. BENEFITS TARGETING LEADS TO COST EFFICIENCY ADS ARE SHOWN TO THE DESIRED SEGMENT(S) OF CUSTOMERS 2.7 TIMES AS MUCH REVENUE PER AD ON AVERAGE (BEALES, 2010) ENABLES SPECIFIC CUSTOMIZATION OF ADS COMPANIES ARE ABLE TO ANSWER CUSTOMERS NEEDS MORE EASILY ADVERTISEMENT CAN BE PART OF THE PRODUCT OR SERVICE VALUE CREATION

4. METHODS

5. LOCATION BASED ADVERTISING (LBA) HAS EMERGED AS AN CONSIDERABLE PLATFORM MADE POSSIBLE DUE TO GREAT AMOUNT OF SMART DEVICES TAKES ADVANTAGE OF GPS AND GNSS (SATELLITES) TO PINPOINT THE LOCATION OF USERS  LOCATION SPECIFIC ADS LBA IN IT’S OWN DOESN’T ENSURE THAT THE CONSUMER IS INTERESTED IN THE SHOWN AD + PRODUCT IS AVAILABLE NEARBY - NOTHING EXCEPT THE LOCATION IS KNOWN OF THE CUSTOMER

6. BEHAVIORAL TARGETING CONSUMERS WEB BROWSING BEHAVIOR IS MONITORED AND ANALYZED COOKIES, WEB BEACONS AND SIMILAR TRACKERS ARE USED TO GAIN DATA EXTREME SAMPLES OF TRACKERS CAN BE TROJAN VIRUSES END GAME IS TO FIND OUT THE AGE, GENDER AND PURCHASING PREFERENCES OF THE CONSUMER VALUABLE INFORMATION WHICH INCREASES THE CPM FOR ADVERTISERS, BUT IT’S WORTH IT EFFECTIVENESS CAN BE BOOSTED WITH OTHER TARGETING METHODS

7. RISKS LEGAL ISSUES IN PRIVACY DIFFERS BY COUNTRY. CHINA VS SWEDEN CUSTOMERS POINT OF VIEW MOST CUSTOMERS ARE AGAINST TRACKING TARGET AUDIENCE SHOULD BE CAREFULLY PICKED USUALLY FEW TRIES ARE NEEDED TO FIND THE MOST COST EFFICIENT AUDIENCE ANTIVIRUS SOFTWARE PROVIDE ANTI-TRACKING TO REVITALIZE THE USAGE OF PAID SERVICES