ipl-logo

Mobile Advertising Research Paper

9763 Words40 Pages

How to Turn Data into Knowledge?

A Study of Regulatory and Business Challenges for Targeted Mobile Advertising in Europe and the US.

A thesis submitted to the Bucerius Master of Law and Business Program in partial fulfillment of the requirements for the award of the Master of Law and Business (“MLB”)

Anna Engelgardt
July 24, 2015

xx.000 words (excluding footnotes)
Supervisor 1: Stephan Schwebe
Supervisor 2: Dr. Christian Tinnefeld
TABLE OF CONTENTS
TABLE OF CONTENTS I
LIST OF ABBREVIATIONS II
A. INTRODUCTION 1
B. TARGETED MOBILE ADVERTISING AS A PROMOTIONAL TOOL 1
I. Potential and Market for Mobile Advertising 2
III. Targeting in Mobile Advertising as a Realization of the Customer-Centered Approach 2
1. Query Targeting 2
2. …show more content…

These businesses are mostly small start-up companies that venture into the world of mobile advertising without much knowledge of the regulatory framework in their respective target markets. Ambiguous law, ever-changing economic environment and technical challenges are among the factors that bear on the success or failure of businesses in the ad tech sector. This leaves inexperienced ad tech companies susceptible to numerous risks that cannot always be timely identified in a fast-paced business environment.
Our research draws from both analysis of the literature and real life challenges faced by ad tech companies whose business model is based on the use of data. The overview and analysis of the regulatory framework from the business standpoint aims to add a new perspective to the academic research of the …show more content…

It is on the forefront of the technological development and is constantly evolving, which makes capturing the up-to-date state of the ad serving technology and the mobile advertising ecosystem a rather challenging type. Given that the industry is still very much in the flux, we attempt to describe the most significant tendencies that are likely to determine the future developments. We also provide an outline of the mobile advertising ecosystem and its participants, which can further be important for the understanding of the data sharing transactions subject to the data protection

Show More
Related

  • Pursuing A Career As A Business Administration Executive

    595 Words  | 3 Pages

    The organization was able to implement corporate strategies with their plans for the industry it works with. Due to industry changes there has been a struggle with Business Pub being able to keep up with the changes in the advancing business market.

    Read More

  • Case Study: Tangerine

    259 Words  | 2 Pages

    Target Market…. Regulations are in place that requires the organization to follow

    Read More

  • Interstate Commerce Commission Vs Railroads

    430 Words  | 2 Pages

    With the burden of proof shifted, the ICC became far more powerful as leveraging court cases became more favorable to the commission. The Hepburn Act also extended the ICC’s jurisdiction to private car companies, which gave it greater scope in carrying out regulations to promote fair business practice. By setting a precedent as a regulatory commission and empowerment in the courts, the ICC would likely serve as a model for future regulation of industry in

    Read More

  • Fraser Foods Case Study Assignment

    1475 Words  | 6 Pages

    Contents Terms of Reference 2 Procedure 2 Findings 3 Current Structure 3 New Structure 4 Employee Relationships 4 Instructing Staff 5 Contingency Variables 5 Conclusion 6 Recommendations 6 References 7 Appendix A 8 Terms of Reference I am a HNC business student. I am writing this report as part of my course. This assessment covers outcome 4 of the Managing People and Organizations' class.

    Read More

  • Dermal Filler Marketing Strategy

    714 Words  | 3 Pages

    • Focus on service providers near your location. This makes it easy to arrange business meetings and discuss the progress of the work. • Technology plays a critical role in the establishment and management of digital marketing strategies. In short, service providers should focus on agencies which have invested a lot of money in the latest

    Read More

  • Political Factors Affecting Microsoft

    1172 Words  | 5 Pages

    Management can be defined as getting the maximum efficiency and effectiveness out of a set of activities. A manager carries out this process. My chosen company for this project is Microsoft.

    Read More

  • Starbucks Ethical Sourcing Case Study

    945 Words  | 4 Pages

    Mobile marketing will play a major role for future marketing strategies, because it may establish it as an important channel to reach and interact with consumers, may give rise to a higher level of emphasis placed on the use of mobile devices in the marketing

    Read More

  • Essay On Targeted Advertising

    1377 Words  | 6 Pages

    Targeted Advertising: Helpful or Hurtful? Technology has challenged the rules of privacy, and people are questioning if privacy is a necessity anymore. Technology, specifically apple products such as iPhones, is a need in many people’s lives, and they cannot imagine not being able to check their phones for the weather or to ask Siri to find the closest restaurant. Unfortunately, people do not realize companies use technology for targeted advertising, which is an invasion of privacy. An invasion of privacy is when people’s private information is used to influence them and is given to other people or companies unknowingly.

    Read More

  • Apple Advertisement Analysis

    739 Words  | 3 Pages

    Apple is one of the well-known electronics brand in the world. Millions of people were waiting in the line to get their new phone devices at the Apple store. This tiny device has many impressive characteristics that attract consumers. Every year the company comes out with new device features with a new advertisement to catch the consumer attention. According to the official website, the first iPhone advertisement was released in 2001.

    Read More

  • Internal And External Factors That Influence Safety Culture

    1409 Words  | 6 Pages

    Many organisation argue that they should move away from the ideology of HSE legislation standards because of it’s many regulation(red-tape) affect the way business is done The Rt Hon Michael  Fallon et al., 2013). The reason organisation believes in a more “laissez faire” way of doing things, it that is help drives the market into a more competitive form of business in comparison to the “laissez faire” of trade Kelloway and Cooper,

    Read More

  • Pestel Analysis Of Advertising

    1564 Words  | 7 Pages

    However, choosing the appropriate technology is essential to the success of the advertising industry because different markets prefer different ways of conveying information. The use of applications in phones or e-commerce to order goods and services all over the world may be appropriate to a certain market, but media may be appropriate to an illiterate market (Porter, 1998). The development of smart phones is also an added advantage to the development of marketing activities in the advertising industries. For instance, in Singapore China the Taxi industry uses the application in the smart phones to access the consumers. Although the media are one of the appropriate medium to convey the adverts to the consumers,

    Read More

  • Pestle Analysis Of Maybank Malaysia

    709 Words  | 3 Pages

    The legal factor include of the labor laws, consumer laws, safety standards and many more. This factors is significant because the company has to know about what is legal and what is not and follow the legislation that has been set by the government. For instance, Maybank follow the rules by the Malaysian government with setting the security in online banking system. This will keep the customers safe from cybercrime. Consequently, the legal play a main role in the PESTLE

    Read More

  • Literature Review Of Advertising

    974 Words  | 4 Pages

    Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.

    Read More

  • Advantages Of Marketing Communication Mix

    3247 Words  | 13 Pages

    Online Marketing Internet and powerful mobile technologies have rapidly increased company efforts to market their products and services and build customer relationships via websites, social media, e-commerce, mobile apps, online promotions etc. These are very powerful tools, especially to reach the younger generations of tech savvy

    Read More

  • Swot Analysis Of Wimpy

    1862 Words  | 8 Pages

    Secondly, Porter’s Five Forces Model is used to analyse the level of rivalry in the market, the attractiveness for potential new entrants, the power of suppliers, the power of buyers and the threat of substitution. This will allow us to see a holistic view of the industry in the market environment. Thirdly, the PESTLE framework is used to analyse the factors within the macro environment that are influencing

    Read More

More about Mobile Advertising Research Paper

Open Document