The thesis is concerned with a content network within the scope of online advertising and evaluation of factors of its success within online campaigns. The introductory part deals with the most common revenue models of online marketing and categorizing methods of online advertising regarding their specifics. The body of the paper describes metrics and a method of targeting applied in contemporaneous practice and furthermore introduces evaluation indicators in online marketing for content networks used in final analysis. The thesis presents and compares advertising systems for targeting in a content network. The goal of the paper is to show impact evaluation of chosen settings of advertising campaigns on their success, more specifically on possibilities of targeting and formulation of recommendations for their management.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162830 |
| Date | January 2011 |
| Creators | Krišica, Ondřej |
| Contributors | Stříteský, Václav, Mareček, Zdeněk |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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