Targeted Advertising for the Communication Service Provider

Author

Dey, Arnab ; Shiroor, Ravishankar G.

Author_Institution

GMT-Global Comm Service Provider, Wipro Technol., Bangalore, India

fYear

2010

fDate

11-14 Oct. 2010

Firstpage

1

Lastpage

6

Abstract

Targeted Advertising has been there for a while. A supermarket distributing pamphlets about what it is selling, and the applicable discounts, to the residents in the locality, is a form of Targeted Advertising. A local cable television service provider overlaying advertisements on its channels is another form. This whitepaper describes Targeted Advertising for the Communication Service Provider (CSP) that is a relatively new form. If this mode of advertising is deployed effectively by addressing the user´s privacy concerns, it can result in increased Average Revenue per User (ARPU) for the stakeholders in the ecosystem, besides the CSP itself.

Keywords

advertising; data privacy; telecommunication industry; telecommunication services; average revenue per user; communication service provider; ecosystem; targeted advertising; user privacy; Advertising; Engines; Internet; Market research; Mobile communication; Mobile handsets; Portals; Communication Service Provider; Deep Packet Inspection; Market Research; Targeted Advertising; Unified User Profile;

fLanguage

English

Publisher

ieee

Conference_Titel

Intelligence in Next Generation Networks (ICIN), 2010 14th International Conference on

Conference_Location

Berlin

Print_ISBN

978-1-4244-7443-1

Electronic_ISBN

978-1-4244-7444-8

Type

conf

DOI

10.1109/ICIN.2010.5640914

Filename

5640914