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この調査レポートは、インターネットでの行動をベースとした広告市場についての手引きとなる情報を掲載しています。消費者の受容と視聴内容やインターネット行動におけるプライバシーへの憂慮についてもまとめています。

This report provides a guide to the online behavioral targeting and contextual-based advertising markets. The study addresses consumer acceptance and privacy concerns related to audience-based and interest-based advertising strategies. The report presents the opportunities and challenges of targeting online consumers with BT and content-based advertising and concludes with online behavioral targeting and contextual-based advertising revenue forecasts in the U.S. from 2010 - 2015.

“The ability to deliver relevant advertising messages draws advertisers to the Internet platform with the aim to eliminate ad waste by reaching target audiences down to the individual user,” said Heather Way, research analyst, Parks Associates. “However, paramount to the success of the advanced advertising strategies is self-regulation, which includes providing full transparency and opt-in/opt-out solutions and continuing to test consumer threshold for audience-based advertising techniques.”

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Table of Contents

The Bottom Line

Data Points
Trends in Behavioral & Contextual-based Advertising Dashboard

1.0 Report Summary

1.1 Purpose of Report
1.2 Scope of Report
1.3 Research Approach
1.3.1 Source of Data
1.3.2 Glossary of Terms

2.0 Assessing the Online Behavioral Targeting & Contextual-based Advertising Marketplace

2.1 Broadband Usage Trends
2.1.1 Internet Advertising Preference
2.2 Ad Networks
2.3 Self-Regulatory Organizations
2.4 Consumer Privacy & Data Management Tools
2.5 Browser-based Data Management Controls
2.6 BT and Contextual-based Advertising Pricing & Business Models

3.0 Online Behavioral Targeting & Contextual-based Advertising Technology

3.1 Behavioral Targeting Mechanisms
3.2 Contextual-based Advertising Methods

4.0 Online Behavioral Targeting & Contextual-based Advertising Revenue Forecasts - U.S.

4.1 Forecast Methodology
4.2 Forecast Assumptions
4.3 Online Behavioral Targeting & Contextual-based Advertising Forecasts - U.S. 2010 - 2015

5.0 Concluding Statements