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Demographic Targeting of Internet Advertising
[Demografické cílení internetové reklamy]

Author

Listed:
  • Václav Stříteský
  • Marek Stříteský

Abstract

Thanks to its wide range of targeting, Internet has become a very attractive medium for advertisers. Although the current technologies can collect data about an individual's online activities and utilize it for a precise targeting, the traditional way of targeting based on affinity is still widely used. The goal of this paper is to evaluate the possibility of the traditional way of demographic targeting by gender and age on the Czech Internet thorough data mining of NetMonitor database. Research findings show that, in certain cases, traditional affinity-based ad targeting can be effective. This is especially true when targeting men and younger users. On the other hand, this method also generates wasted ad impressions outside the target group. This is particularly problematic when targeting elderly users. Modern techniques of ad targeting which are based on tracking users' activities are likely to further expand.

Suggested Citation

  • Václav Stříteský & Marek Stříteský, 2014. "Demographic Targeting of Internet Advertising [Demografické cílení internetové reklamy]," Acta Informatica Pragensia, Prague University of Economics and Business, vol. 2014(2), pages 137-153.
  • Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:42:p:137-153
    DOI: 10.18267/j.aip.42
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    References listed on IDEAS

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    1. Dirk Bergemann & Alessandro Bonatti, 2011. "Targeting in advertising markets: implications for offline versus online media," RAND Journal of Economics, RAND Corporation, vol. 42(3), pages 417-443, September.
    2. Radek Tahal & Václav Stříteský, 2014. "Loyalty Programmes and their Perception by Customers and Operators of Retail e-Shops [Věrnostní programy a jejich vnímání zákazníky a provozovateli retailových internetových obchodů]," Acta Oeconomica Pragensia, Prague University of Economics and Business, vol. 2014(4), pages 30-41.
    3. Radek Tahal, 2014. "Loyalty Programs in E-commerce and their Perception by the Young Adult Internet Population," Central European Business Review, Prague University of Economics and Business, vol. 2014(2), pages 7-13.
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