Optimal Microtargeting of Advertising
Optimal Microtargeting of Advertising
About this item
Full title
Author / Creator
Publisher
Los Angeles, CA: SAGE Publications
Journal title
Language
English
Formats
Publication information
Publisher
Los Angeles, CA: SAGE Publications
Subjects
More information
Scope and Contents
Contents
Historically, advertising allocation decisions have operated mostly at a macro level, comprising determination of the total budget followed by apportionment among media channels. Owing to the rapid and sustained rise of digital media, an additional decision now operates at a micro level, namely, which specific customers to target with advertising....
Alternative Titles
Full title
Optimal Microtargeting of Advertising
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_proquest_journals_2805420330
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2805420330
Other Identifiers
ISSN
0022-2437
E-ISSN
1547-7193
DOI
10.1177/00222437221116034
