The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Google AdWords accompanied by qualitative research involving relevant representatives of the online advertising market. The conclusion is an assessment of the rules of online advertising and evaluation of the legal rules' role in relation to it.

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Traditionally, optimization problems in operations research have been studied in a complete information setting; the input/data is collected and made fully accessible to the user, before an algorithm is sequentially run to generate the optimal output. However, the growing magnitude of treated data and the need to make immediate decisions are increasingly shifting the focus to optimizing under incomplete information settings. The input can be partially inaccessible to the user either because it is generated continuously, contains some uncertainty, is too large and cannot be stored on a single machine, or has a hidden structure that is costly to unveil. Many problems providing a context for studying algorithms when the input is not entirely accessible emanate from the field of matching theory, where the objective is to pair clients and servers or, more generally, to group clients in disjoint sets. Examples include ride-sharing and food delivery platforms, internet advertising, combinatorial auctions, and online gaming. In this thesis, we study three different novel problems from the theory of matchings. These problems correspond to situations where the input is hidden, spread across multiple processors, or revealed in two stages with some uncertainty. In particular, we present in Chapter 1 the necessary definitions and terminology for the concepts and problems we cover. In Chapter 2, we consider a two-stage robust optimization framework that captures matching problems where one side of the input includes some future demand uncertainty. We propose two models to capture the demand uncertainty: explicit and implicit scenarios. Chapters 3 and 4 see us switch our attention to matchings in hypergraphs. In Chapter 3, we consider the problem of learning hidden hypergraph matchings through membership queries. Finally, in Chapter 4, we study the problem of finding matchings in uniform hypergraphs in the massively parallel computation (MPC) model where the data (e.g. vertices and edges) is distributed across the machines and in each round, a machine performs local computation on its fragment of data, and then sends messages to other machines for the next round.

Med Internet och Internettjänster som Facebook och e-handel har annonsörerna tagit nyamassmediala vägar. Cookies är inblandat i denna process och möjliggör att spara nedinformation på en besökares dator. Denna utveckling kan skapa såväl stora möjlighetersom etiska problem.Det övergripande syftet med denna studie är att undersöka hur annonsering på Internetgår till och vilka etiska konsekvenser detta kan medföra. Metoden består dels i att söka ochgranska litteratur i ämnet datainsamling för Internetannonsering, dels i att genomföra enenkätundersökning. Syftet med denna enkätundersökning är att undersöka hur människori Malmö med omnejd ser på annonsering på Internet, ur ett etiskt perspektiv.Resultatet av vår studie identi erar och diskuterar era etiska problem som upplevsvid Internetannonsering. / With Internet and Internet services such as Facebook and e-commerce the advertisers haveturned to new venues for marketing. Cookies are involved in this process and give us theability to save information locally on a visitor's computer. This development can creategreat possibilities as well as ethical problems.The overall purpose with this study is to examine how advertising on the Internet worksand what ethical consequences it entails. The method encompasses search and review ofliterature regarding data collection and Internet advertising. Apart from that, a surveyaimed at examining how people in Malmö and in its proximity consider advertising onlinefrom an ethical point of view is conducted.The result of our study identi es and discusses several ethical problems that are experiencedwith Internet advertising.

The purpose of this project is to apply marketing tactics in the form of website and online services. The goal of this plan is to improve company image and customer service and relationships, Moreover, website and online service can also increase the sales and profits of the company and expand its market.

Thesis (MA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: One of the characteristics of discourses about people who are marginalised such as sex workers, in many societies, is the way they are rendered through these very discourses as "Other‟ through, for example, forms of generalisation and homogenisation, attributions of immorality and infantilisation, which construct sex workers as bad or as helpless victims with little or no agency. In opposition to these discourses, my research is primarily concerned with advancing the voices of sex workers engaged in particular contemporary forms of sex work made possible by the access to the internet, and exploring with them how they construct and experience sex work: how they present and identify themselves. A qualitative, netnographic methodology influenced by grounded theory was employed, drawing extensively on semi-structured interviews with 15 independent escorts who advertise on a South African escorting website, referred to as Redlace.com. Content analysis of this website provided an additional source of data. The construction of the sex worker as someone who is simply controlled and exploited by others and who has no mind of her or his own, I found, was very much at odds with the manner through which the independent escorts in my study presented themselves. As I started conducting the interviews, I discovered that even the term "sex worker‟, which I had always understood as non-judgmental, was considered inappropriate and pejorative by most of the women in my study. In my discussion, I illustrate how, by soliciting clients via the internet, escorts are able to gain control over their working conditions allowing them to work independently and anonymously, which in turn renders them less publicly visible compared to other sex workers who solicit clients form the street. While I identify various continuities and discontinuities between independent escorting and other forms of sex work, the most profound and unanticipated difference was how some independent escorts whose independence and dissociation from organised forms of sex work in institutions such as brothels or escorts, placed them in a position where they were able to, and wanted to, present the "girlfriend experience‟. Herein the independent escorts performed and/or became like girlfriends offering sex, but sex mediated by "dating‟, and expressions of care and warmth symbolically associated with developing girlfriend/boyfriend relations.

This paper closely examines Internet advertising techniques and tools which can be used to promote new product at the market. Goal of the thesis is to measure marketing campaign effectiveness and optimize advertising campaigns. Relevant KPIs were chosen to create evaluation matrices, identify successful advertising channels and create efficient internet marketing mix. Advertising activities described in the thesis helped Czech company to increase sales on the Internet. Practical part of the thesis describes process of introducing new product on the Czech market. In the initial stage several analyses were done to identify market conditions, competition and ideal consumer. Based on the results ¡V market entry strategy and web development plan were created. Internet e-shop and other supportive web pages were developed with aim to sell products through Internet channel. Websites follows best practice for web presentation design, search engine optimization and web audience measurement. During the project history several marketing campaigns were launched and the results were monitored using Google Analytics software. Selected marketing activities were closely examined. Concepts of Search engine optimization, POEM media, and Pay Per Click (PPC) advertising were used as field experiments. Partial results of each field experiment as well as overall results of all marketing activities are summarized in the conclusion. The thesis presents a comprehensive overview of the marketing tools and channels at the Czech market. Paper also summarizes best practices for website development and content optimization for visitors and search engines. Comparison of advertising activities in different channels within three PPC advertising networks helps to define PPC advertising strategy for Czech market. Based on the findings - optimized Internet marketing mix was created with aim to increase marketing campaigns effectiveness. Suggestions for optimization of website¡¦s content and recommendation for next marketing activities were summarized with aim to help company for future project development.

Empirical and theoretical topics in applied microeconomics are discussed in this dissertation. The first essay identifies and measures managerial advantages from access to high-quality deals in venture capital investments. The underlying social network of Harvard Business School MBA venture capitalists and entrepreneurs is used to proxy availability of deal access. Random section assignment of HBS MBA graduates provides a key exogenous variation for identification. Being socially connected to peer venture capital firms and private equity seeking startups leads to more deal flow, larger asset under management and better performance in the inaugural funds of HBS-executive run venture capital firms. The second essay presents a two-stage model of competing ad auctions. Search engines attract users via Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform. Advertiser entry strategies using symmetric Bayes-Nash equilibrium that lead to the Vickrey-Clarke-Groves outcome of the ad auctions are derived. Consistent with the model predictions, empirical evidence shows that multi-homing advertisers are larger than single-homing advertisers. Comparative statics on consumer choice parameters, quality, and user welfare are used to analyze the prospect of joining auctions to mitigate participation costs. The analysis provides conditions when such joins do and do not increase welfare. The third essay develops and computes a dynamic model of search in internet advertising. Micro-level browsing data from Microsoft's Bing.com (formerly known as Live.com) is used for structural estimations. The model predicts that users do not click on any ad with weak signals due to accumulating search cost and monotonicity of the value function. Rational search reveals a cascading pattern: the user clicks on a sufficiently high, highest-signal ad first, then moves on to the ad with the next highest conditionally expected probability of match once his assessment on the current ad degrades over time. The user exits when maximum assessment of likelihood of match over all ads is below a threshold value. The essay provides a novel approach to understanding rational herding behavior when product quality is only partially unraveled.

Thesis (MPhil (Journalism))--University of Stellenbosch, 2010. / Magazine publishers are under increasing pressure to extend their business strategies beyond the traditional printed products. A culture of instant gratification of media needs, pervasive social networking and the immediacy of content delivery, which are all provided by the World Wide Web, aggravate fears that readers will ultimately abandon the printed media in favour of the Internet as the primary content provider. These fears are rooted in the assumption that consumers choose the media they use based on preconceived ideas as to how these media will fulfil their needs. If the Internet succeeds in supplanting or displacing printed media, it could potentially destroy the traditional magazine model whereby publishers simultaneously generate revenue from the sale of media content to their audience and the sale of the audience’s attention to their advertisers. Therefore it is imperative that magazine publishers develop a relevant and efficient strategy to maintain their position as “intermediary” between advertisers and the media audience. To develop such a strategy, they need to understand what media uses consumers have for the Internet and what gratifications they expect to receive. Once this is understood, publishers could develop their online and offline strategies to service these uses and gratifications. This thesis contains qualitative research conducted in a phenomenological paradigm through the application of two descriptive surveys. The first survey focused on the experiences and attitudes of visitors to the website of WegSleep, an Afrikaans South African niche magazine for the caravanning and camping community, whilst the second compares similarities between the seven most visited magazine websites in South Africa during 2008. A correlation of the findings leads to the conclusion that although the Internet could potentially emulate all media, readers do not employ the Internet for exactly the same purposes as printed media. Whilst some displacement does take place, magazines are still better at serving readers’ affective and escapist needs. Conversely, the Internet is the preferred medium with regard to information gathering and cognitive media needs as well as personal integrative needs. Social integrative needs appear to be non medium specific. A complementary combination of the printed product and the online offering could therefore provide gratification of all media needs and promote brand loyalty instead of medium loyalty.

The thesis Trends of media sales techniques on Czech online media market with focus on programmatic buying describes functioning of automated (programmatic) advertising inventory trading on the Czech market. The text focuses on the penetration of this new method, the mechanics of its functioning and its current and future role within the Czech online advertising market. The first part describes a theoretical framework of programmatic advertising and its main principles and functions. In this chapter, programmatic buying method is defined and established within the different types of methods of advertising inventory trading. In addition, the roles of individual market entities in programmatic trading are defined, as well as the technological platforms, which secure the functionality and operation of automated buying. At the end of the theoretical part, the different types of programmatic transactional methods are defined, the practical use of which is then further explored within the research chapter. The thesis also includes methodological part, which concentrates on methodological framework and relevant research method, followed by the description of the selected methods: data analysis, qualitative research and research of professional and specialized materials. In the methodological chapter are...