Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?
Big data contains lots of information about consumers and allows companies real-time and data-assisted decision making to gain significant competitive advantages. Digital advertising is an important application for tailoring services to individual needs. Customized advertising is expected to be more...
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| Format: | Article |
| Language: | English |
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Sciendo
2016-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2016.8.issue-2/gfkmir-2016-0014/gfkmir-2016-0014.xml?format=INT |