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Behaviorální cílení reklamy na internetu / Behavioral Targeting of Advertising on Internet

The goal of the diploma thesis is to analyze the situation of behavioral targeted advertising in the Czech Internet market, assess its potential in the future and evaluate the effectiveness of behavioral targeting on the Czech market. This thesis is focused first on the Internet advertising market, media planning, explanation of selected targeting approaches and on detailed description of the behaviorally targeted ads including the online privacy issue. In the practical part analysis of the behavioral targeted advertising on the Czech market through expert interviews and evaluation of the effectiveness of behavioral targeting on an example of an advertising campaign of selected company is to be found.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:85188
Date January 2010
CreatorsUhrová, Kateřina
ContributorsStříteský, Václav, Koudelka, Jan
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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