Relevant bibliographies by topics / Types of online advertising

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Academic literature on the topic 'Types of online advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 6 February 2022

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Journal articles on the topic "Types of online advertising"

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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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Korgaonkar, Pradeep K., Ronnie Silverblatt, and Enrique P. Becerra. "The Hispanic View of E-mail, Popup, and Banner Advertising." International Journal of E-Business Research 6, no. 2 (April 2010): 45–58. http://dx.doi.org/10.4018/jebr.2010040103.

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In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types of online advertising to compare the two medium’s similarities and differences. Notably, Hispanics favor e-mail advertising and banner advertising over popup advertising, while Hispanics continue to enjoy advertising on television more than any of the three types of Web advertising that this paper will discuss.
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Eka Santi, Devita. "PERAN ONLINE ADVERTISING PADA PEMASARAN AXIS." SOURCE : Jurnal Ilmu Komunikasi 6, no. 1 (April 28, 2020): 58. http://dx.doi.org/10.35308/source.v6i1.1768.

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Abstract: In this era of the growth of technology, the internet user is significantly increasing each year. During advertising activities, companies start using internet to advertise their products or services. Online advertising activities keep increasing dramatically. Advertising business do much more activities on internet to send message as marketing form to audiences. There are various online advertising using the internet nowadays. Online advertising is done to build awareness until purchase decision of the products or services which has been advertised to the audiences. In this research has been described various types of online advertising that has been done by Axis, such as search engine optimization, search engine marketing, social media advertising, and placement banner. Online advertising which has been done by Axis is to build awareness, consideration, purchase decision to the audiences who access the online advertising. Online advertising is done to reach the target audiences of Axis and instill Axis brand in the mind of the audiences (top of mind) Keywords: Advertising, Online Advertising, Build Awareness, Purchase Decision
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Watts, Alison. "Fairness and Efficiency in Online Advertising Mechanisms." Games 12, no. 2 (April 15, 2021): 36. http://dx.doi.org/10.3390/g12020036.

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Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by generalized second price auctions. However, such an auction or mechanism could be considered unfair if similar consumers are consistently shown different ads or consistently receive different payoffs. Results show that such ascending bid auctions may result in unfair treatment and additionally that uncertainty regarding an ad’s value can result in inefficiency. An alternative way to assign ads to consumers is presented called the random assignment mechanism. Results show that the random assignment can improve fairness while improving efficiency in some circumstances.
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Ermakova, Irina Viktorovna. "Protection of consumer rights from unfair online advertising: certain theoretical and practical aspects." Юридические исследования, no. 7 (July 2021): 29–47. http://dx.doi.org/10.25136/2409-7136.2021.7.35978.

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The subject of this research is the legal norms aimed at regulation of relations in the sphere of protection of consumer rights with regards to online advertising, including contextual and targeted advertising, as well as other type advertising distributed over telecommunication networks. The object of this research is the social relations arising in the process of creation, placement, and consumer perception of the aforementioned types of advertising. Special attention is given to the theoretical and practical aspects of protecting the basic consumer rights in the context of distribution of the indicated types of advertising, as well as compliance to the corresponding legislative prescriptions by the advertisers, including prohibition to mislead consumers, requirement to distribute advertising over telecommunication networks after receiving advance consent of the consumer, etc. The article provides the examples of court decisions and decisions of the Federal Antimonopoly Service of the Russian Federation on consideration of the this category of cases. The novelty of this research consists in outlining the effective approaches of the courts and the Federal Antimonopoly Service of the Russian Federation applicable to the essence, concept and relevant issues of legal regulation of online advertising in the context of protection of consumer rights, including controversial aspects of qualification of online advertising in accordance with the criteria of misleading or deception, as well as questions on due processing of consumer consent to distribution of advertising over telecommunication networks. The author makes recommendations for the improvement of corresponding norms of the Federal Law “On Advertising” and the Federal Law “On The Protection of Competition”, namely to stipulate on the legislative level the provisions that qualify advertising as inappropriate if contains potentially misleading or deceptive content, as well as that consent to receive advertising through telecommunication networks should be in a written form and contain the signature of the consumer.
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Anikina, Tatiana Vyacheslavovna. "Syntactic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 2021): 23–40. http://dx.doi.org/10.7256/2454-0749.2021.1.34886.

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Advertising is an inseparable element of modern life. It is virtually impossible to name a sphere of activity that is not covered by advertising. Currently, one of the most popular trends in linguistic research is the examination of advertising text and its components (lexis, semantics, syntax). This article is dedicated to studying the syntactic peculiarities of English-language and Russian-language online advertising. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). The scientific novelty lies in the fact that the analysis of syntactic means is carried out on the material of two languages. The conducted research revealed that prevalent syntactic means include mononuclear imperative sentences, exclamatory sentences, interrogative sentences, and negative sentences. Usage of the indicated syntactic means allows capturing interest of the recipients and indirectly influencing their mind. Both, English-language and Russian-language online advertising most frequently use mononuclear imperative sentences, as it motivates to purchasing goods or services, and convinces the audience that they should have it. No significant differences in using other types of sentences were detected in English-language and Russian-language online advertising; the primary task of advertising in any language is to encourage customers to buy the goods or services.
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Franz, Michael M., Erika Franklin Fowler, Travis Ridout, and Meredith Yiran Wang. "The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign." American Politics Research 48, no. 1 (September 16, 2019): 175–96. http://dx.doi.org/10.1177/1532673x19875722.

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Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test these ideas, we rely upon data from the Wesleyan Media Project, which tracked all televised political ads that aired in 2016, and our coding of data from Pathmatics, a company that tracks online advertising. We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar.
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Kareem, Rafeef, and Wesam Bhaya. "Fake Profiles Types of Online Social Networks: A Survey." International Journal of Engineering & Technology 7, no. 4.19 (November 27, 2018): 919. http://dx.doi.org/10.14419/ijet.v7i4.19.28071.

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Today, OSNs (Online Social Networks) considered the most platforms common on the Internet. It plays a substantial role for users of the internet to hold out their everyday actions such as news reading, content sharing, product reviews, messages posting, and events discussing etc. Unfortunately, on the OSNs some new attacks have been recognized. Different types of spammers are existing in these OSNs. These cyber-criminals containing online fraudsters, sexual predators, catfishes, social bots, and advertising campaigners etc.OSNs abuse in different ways especially by creating fake profiles to carry out scams and spread their content. The identities of all these malicious are so damaging to the service providers and the users. From the opinion of OSNs service providers, the loss of bandwidth moreover the overall reputation of the network is affected by fake profiles. Thus, needing more complex automated methods, and tremendous effort manpower to discover and stopping these harmful users.This paper explains different kinds of OSNs risk generators such as cloned profiles, compromised profiles, and online bots (spam-bots, chat-bots, and social-bots). In addition, it presents several classifications of features that have been used for training classifiers in order to discover fake profiles. We try to show different ways that used to detect every kind of these malicious profiles. Also, this paper trying to show what is the dangerous type of profile attacks and the most popular in OSNs.
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Breuer, Ralph, Malte Brettel, and Andreas Engelen. "Incorporating long-term effects in determining the effectiveness of different types of online advertising." Marketing Letters 22, no. 4 (March 16, 2011): 327–40. http://dx.doi.org/10.1007/s11002-011-9136-3.

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Gong, Shiyang, Wanqin Wang, and Qian Li. "Marketing communication in the digital age: online ads, online WOM and mobile game adoptions." Nankai Business Review International 10, no. 3 (August 5, 2019): 382–407. http://dx.doi.org/10.1108/nbri-12-2018-0073.

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Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage. Practical implications This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle. Originality/value First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.
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Dissertations / Theses on the topic "Types of online advertising"

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Waechter, Susanne Franziska. "Contextual advertising in online communication: An investigation of relationships between multiple content types on a webpage." AUT University, 2010. http://hdl.handle.net/10292/912.

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As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Scholars have investigated the effectiveness of contextual advertising in online and offline media. Researchers as well as practitioners have particularly focused on content-based relationships between advertisements and the theme of the editorial environment in which the advertisement is placed. With a focus on online media, the present study aimed to investigate this content-based relationship but also to examine what other types of relationships between the different contents on a webpage the user constructs. Advertising has also been investigated in the area of semiotics. Several scholars analysed advertisements in order to reveal their meaning-affordances. A second interest in the present study derives from semiotic studies and theories, which emphasise the individual’s significance in the meaning-making process but also exclude the individual from their analysis. A potential contradiction could be seen here and by investigating how users interpret a particular webpage, this study aimed to examine what insights an analysis can provide that is solely focused on the webpage user. In order to capture users’ interpretations of a webpage’s contents and to investigate what types of relationships between these contents users construct semi-structured interviews with six participants were conducted. The participants were invited to look at a webpage from the website www.healthyfood.co.nz. Following the interviews, the participants’ responses were transcribed, categorised and analysed. Findings from the study revealed that several participants constructed relationships between advertisements and the editorial content based on content-similarity but also on design-similarity as well as their personal knowledge about sponsorship relationships and income-investment relationships. Personal knowledge also appeared to be important for the interpretation of the webpage. The participants’ interpretation of the webpage were also guided by their personal interest in the contents, their individual contexts like socio-cultural background, experiences and beliefs as well as environmental factors such as time and the layout of the interview location. The results of the study support the significant role of the individual in the process of meaning making and further contribute to an extended understanding of contextual advertising. Practical suggestions for the advertising area and future research were also identified.
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Al-Rubaiee, Seror, and Simon Lind. "Influencer advertising, sponsored, and non-sponsored: A study on how message types affect consumer purchase intention." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-19697.

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Background Social media influencer advertising is a fast-growing form of advertising. It has led to companies striking deals with influencers to benefit from the influencers’ big audiences of followers and social media users. Influencers promote the companies’ brands and/or products in exchange for a payment. Influencer advertising comes in two forms, sponsored and non-sponsored, factors that can have a significant effect on purchase intention when combined with different message types as pictures, text, and a combination of picture and text and trust. Objective This report's primary goal is to study the effect of trust, message type, sponsored, and non-sponsored advertising on consumers' purchase intentions on social media and contribute to previous studies.  Method This study is a quantitative study with primary data. The method used for collecting the data is an online survey. The survey has been divided into two parts and sent out to the Swedish population who uses social media. One with questions on sponsored advertisements’ and another with questions of non-sponsored advertisements. In total, the surveys had 107 complete responses. The data was then analyzed using IBM’s SPSS program.  Result Tests for the first hypothesis found no significant difference in the mean values of sponsored and non-sponsored advertisements' effect on purchase intentions. The second hypothesis established that the use of a picture message-type in advertisements had a more significant impact on purchase intention then a combination of both text and picture. The last and final hypothesis result found that influencer advertisements, sponsored or non-sponsored did not affect consumers' trust in any significant way and therefore did not affect purchase intention.  Conclusion Companies should take into consideration the benefit of utilizing influencer-picture advertisements’ when it comes to the promotion of easily understood products, such as water bottles. Further work also needs to be done on more underlying factors that can affect consumers' purchase intentions.   Keywords Influencer, Sponsored advertising, Non-sponsored advertising, Online survey, Message type
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Uhrová, Pavlína. "Analýza a návrh elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224194.

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This thesis is focused on promoting the company Winery Josef Uher through Internet market. This is especially the design of appropriate ways of selling products of analyzed company using the internet and several options of internet promotion thanks to which the Josef Uher Winery will atrract new customers. The thesis contains theoretical knowledge of solved problems, further analysis focused on exploring the external and internal environment of the company, e-commerce and questionnaire investigation. The main part of this work depicts some ideas which should help the companies to attract new customers in the future, ensure better marketing of products and thus achieving greater profit.
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Pettersson, Jimmie. "Contextual Advertising Online." Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.

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The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.

The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times. A requirement on the system was that human input could only be done when adding ads into the system for the system to be scalable.

The prototype system is based on the vector space model and a td-idf weighting scheme. The cosines coefficient was used in the system to quantify the similarity between a web document and an ad.

A technique called stemming was also implemented in the system together with a clustering solution that aided the ad matching in cases where few matches could be done on the keywords attached to the ads. The system was built with a threaded structure to improve throughput and scalability.

The tests results show that you accurately can match ads to a website’s content using the vector space model and the cosines-coefficient. The tests also show that the stemming has a positive effect on the ad matching accuracy.

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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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Online advertising which is a new form of communication provides interactivity between advertisers and consumers.

This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected.

The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.

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Estrada, Jiménez José Antonio. "Privacy in online advertising platforms." Doctoral thesis, Universitat Politècnica de Catalunya, 2020. http://hdl.handle.net/10803/669772.

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Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded at an unprecedented rate. However, the intrusiveness and ubiquity of these practices prorrpt serious privacy concems. In view of the inherent corrplexity behind the operation of ad platforms, privacy risks in the online advertising ecosystem could be studied from multiple perspectives. Naturally, most of the efforts unveiling these privacy issues concentrate on a specific entity, technology, behavior or context. However, such a segmented approach rright underestimate the benefits of a wider vision of a systerric problem. A lot of privacy protection echanisms have been proposed from the industry and acaderria. The most popular ones resort to radical strategies that hinder the ad distribution process, thus seriously affecting the online advertising ecosystem. Others involve significantly changing the ecosystem, which unfortunately may not be suitable in these times. Consequently, to encourage the adoption of privacy protection in this context, it is fundamental to pose mechanisms that aim at balancing the trade-off between user privacy and the web business model. First, this thesis deals with the need to have a wide perspective of the privacy risks for users within the online advertising ecosystem and the protection approaches available. We survey the online advertising infrastructure and its supporting technologies, and present a thorough overview of the undertying privacy risks and the solutions that may rritigate them. Through a systematic effort, we analyze the threats and potential privacy attackers in this scenario of online advertising.Then, we conduct a corrprehensive survey of the most relevant privacy mechanisms, and classify and con-pare them on the basis of their privacy guarantees and irrpact on the Web. Subsequently, we study the privacy risks derived from real-time bidding, a key enabling technology of modem online advertising. We experimentally explore the potential abuse of the process of user data sharing, necessary to support the auction-based system in online advertising. Accordingly, we propase a system to regula te the distribution of u ser tracking data to potentially interested entities, depending on their previous behavior.This consists in reducing the nurnber of advertising agencies receiving user data. Doing so may affect the ad platform's revenue, thus the proposed system is designed to maxirrize the revenue while the abuse by advertising agencies is prevented to a large degree. Experimentally, the results of evaluation suggest that this system is able to correct rrisbehaving entities, consequently enhancing user privacy. Finally, we analyze the irrpact of online advertising and tracking from the particular perspective of lberoamerica.We study the third-party and ad tracking triggered within local websites in this heterogeneous region not previously studied. We found out that user location in this context would affect privacy since the intensity of third-party traffic, including advertising related flows of information, varies from country to country when local web traffic is simulated, although the total nurnber of entities behind this traffic seems stable. The type of content served by websites is also a parameter affecting the leve! of third-party tracking:publishers assiciated with news shopping categories generate more third-party traffic and such intensity is exarbated for top-world sites
La publicitat en línia té un paper important a Internet que permet finançar habitualment l'operació de llocs web que ofereixen contingut lliure als usuaris. A més, la personalització dels anuncis ha tornat la publicitat en línia un servei valuós per als usuaris. Si aconseguirem que hi hagi molts compradors siguin més que possibles, es promourà un negoci milionari. El model d'anuncis vigents es basa en una infraestructura completa que lliura els anuncis personalitzats. Pera això, es pot recopilar una gran quantitat de dades d'ús, agregar, processar i vendre molt ràpidament. Malauradament, aquestes pràctiques generen riscos de privadesa. Donada la complexitat de l'operació de les plataformes d'anuncis, els riscos de privacitat es poden estudiar des de diverses perspectives. Naturalment, els esforços per desenvolupar aquests problemes de privacitat es concentren en una entitat, tecnologia, comportament o context específic. Però aquest enfocament subestima els beneficis d'una perspectiva més àmplia d'un problema integral. Molts mecanismes de protecció han estat proposats des de la indústria i l’àmbit acadèmic. Els més populars apliquen estratègies radicals que obstrueixen la distribució d'anuncis, afectant seriosament l’ecosistema d'anuncis. També es pot modificar significativament l’ecosistema, el que no és factible per la seva conflictivitat. Així, amb la finalitat de fomentar l'adopció de protecció de privacitat, és fonamental plantejar solucions orientades a equilibrar les necessitats de privacitat amb el model de negocis de la web. Inicialment, la tesi ofereix una visió amplia dels riscos de privacitat i els mecanismes de protecció a ecosistema d'anuncis en línia. Això es pot aconseguir basant-se en una revisió de la infraestructura i tecnologies subjacents en aquest context. Analitza sistemàticament les amenaces i potencies atacants. A continuació es revisa exhaustivament els mecanismes de privacitat més rellevants, i es classifica i es compara segons les garanties de privacitat que s'ofereixen i el seu possible impacte a la web. Seguidament, s'estudia els riscos de privadesa derivats de les ofertes en temps real, una tecnologia clau del sistema d'anuncis en línia modern. Experimentalment, s'inverteixen els riscos del procés de distribució de dades d'ús, part del sistema basat en licitacions de la publicitat en línia. Es proposa un sistema que regula la distribució de dades d'ús a tercers, depenent del seu comportament previ. Això consisteix en reduir el nombre d’agències anunciants que rebin dades d'ús. Per mitigar l’impacte sobre els ingressos del sistema d'anuncis, aquesta reducció és malaltia i l'objectiu de maximitzar els declaracions ingressades. Experimentalment, es troba que el sistema proposat corregir els comportaments maliciosos, millorant la privacitat dels usuaris. Finalment, s'analitza l'impacte del rastre i la publicitat en línia des de la perspectiva iberoamericana. Estudiem el rastreig de tercers i allò relacionat amb els anuncis que se generen en llocs web locals en aquesta regió heterogènia. Trobem que la ubicació de l'usuari en aquest context afecta la privacitat de l'usuari ja que aquest rastreig varia de país a país, tot i que el nombre total d'entitats darrere d'aquest transit sembla estable. El tipus de contingut afecta també el nivell de rastreig: llocs web de noticies o de compres generen més transit cap a tercers i aquesta intensitat s'exacerba en els llocs més populars.
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Chen, B. "Financial methods for online advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1461143/.

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Online advertising, a form of advertising that reaches consumers through the World Wide Web, has become a multi-billion dollar industry. Using the state of the art computing technologies, online auctions have become an important sales mechanism for automating transactions in online advertising markets, where advertisement (shortly ad) inventories, such as impressions or clicks, are able to be auctioned off in milliseconds after they are generated by online users. However, with providing non-guaranteed deliveries, the current auction mechanisms have a number of limitations including: the uncertainty in the winning payment prices for buyers; the volatility in the seller’s revenue; and the weak loyalty between buyer and seller. To address these issues, this thesis explores the methods and techniques from finance to evaluate and allocate ad inventories over time and to design new sales models. Finance, as a sub-field of microeconomics, studies how individuals and organisations make decisions regarding the allocation of resources over time as well as the handling of risk. Therefore, we believe that financial methods can be used to provide novel solutions to the non-guaranteed delivery problem in online advertising. This thesis has three major contributions. We first study an optimal dynamic model for unifying programmatic guarantee and real-time bidding in display advertising. This study solves the problem of algorithmic pricing and allocation of guaranteed contracts. We then propose a multi-keyword multi-click ad option. This work discusses a flexible way of guaranteed deliveries in the sponsored search context, and it’s evaluation is under the no arbitrage principle and is based on the assumption that the underlying winning payment prices of candidate keywords for specific positions follow a geometric Brownian motion. However, according to our data analysis and other previous research, the same underlying assumption is not valid empirically for display ads. We therefore study a lattice framework to price an ad option based on a stochastic volatility underlying model. This research extends the usage of ad options to display advertising in a more general situation.
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Green, Katherine Elizabeth. "What makes different types of advertising effective?" Thesis, University of Newcastle Upon Tyne, 2008. http://hdl.handle.net/10443/160.

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Experimental procedures were designed to investigate the effectiveness of different types of Fast Moving Consumer Goods (FMCG) print advertising. Following a series of pilot studies in which the methodology was tested, sets of adverts provided by the sponsor were assessed in 3 separate conditions, each with a different group of 50 subjects. Participants were female, aged between 25 and 50, and mainly responsible for their household shopping, representing the 'housewife'demographic Lever Faberge targets with FMCG advertising. In condition 1 the subjects were exposed to a set of 32 Poster adverts, in condition Z 32 Magazine adverts and in condition 3,14 Direct Marketing (DM) adverts. A combination of eyetracking and questionnaire methods were used. Three sets of questionnaires aimed to assess purchase behaviour, measure consumer attitudes towards the adverts and capture the brand associations that were being formed. Fixations for each advert from the intermediate eyetracking session were analysed across each group of participants, in terms of attention in specific areas of interest (AOls) defined earfier. These represented the major advertising components e. g. brand name, pack shot, slogan. AOI fixations were evaluated in terms of the overall % of fixations, overall % of fixation time, % of initial fixations (within 1000 msec) and average fixation duration. Results showed specific types of advert elicited the most positive attitudes, having some influence on how the brand was perceived. These adverts were generally simple with a straightforward message, and best liked with high impact. Brand recall was not always negatively affected by negative ad attitudes. Attention patterns across adverts with fewer A Ols were easier to predict, and there appeared to be optimum positions for specific AOls to increase the proportion of first fixations. The non-uniforin stimuli meant overall eye-movement observations could be presented but strict predictive models could not be applied.
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Cox, Shirley A. "Online social network member attitude toward online advertising formats /." Online version of thesis, 2010. http://hdl.handle.net/1850/11588.

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Tran, Minh-Dung. "Privacy Challenges in Online Targeted Advertising." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENM053/document.

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In modern online advertising, advertisers tend to track Internet users' activities and use these tracking data to personalize ads. Even though this practice - known as extit{targeted advertising} - brings economic benefits to advertising companies, it raises serious concerns about potential abuses of users' sensitive data. While such privacy violations, if performed by trackers, are subject to be regulated by laws and audited by privacy watchdogs, the consequences of data leakage from these trackers to other entities are much more difficult to detect and control. Protecting user privacy is not easy since preventing tracking undermines the benefits of targeted advertising and consequently impedes the growth of free content and services on the Internet, which are mainly fostered by advertising revenue. While short-term measures, such as detecting and fixing privacy leakages in current systems, are necessary, there needs to be a long-term approach, such as privacy-by-design ad model, to protect user privacy by prevention rather than cure. In the first part of this thesis, we study several vulnerabilities in current advertising systems that leak user data from advertising companies to external entities. First, since targeted ads are personalized to each user, we present an attack exploiting these ads on the fly to infer user private information that have been used to select ads. Second, we investigate common ad exchange protocols, which allow companies to cooperate in serving ads to users, and show that advertising companies are leaking user private information, such as web browsing history, to multiple parties participating in the protocols. These web browsing histories are given to these entities at surprisingly low prices, reflecting the fact that user privacy is extremely underestimated by the advertising industry.In the second part of the thesis, we propose a privacy-by-design targeted advertising model which allows personalizing ads to users without the necessity of tracking. This model is specifically aimed for the two newly emerging ad technologies - retargeting advertising and ad exchange. We show that this model provides strong protection for user privacy while still ensuring ad targeting performance and being practically deployable
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Books on the topic "Types of online advertising"

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Advertising: Types, trends, and controversies. Hauppauge, N.Y: Nova Science Publisher's, 2011.

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Cunningham, Court. Local online advertising for dummies. Hoboken, NJ: Wiley, 2010.

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Eberts, Marjorie. Careers for cybersurfers & other online types. Lincolnwood, Ill: VGM Career Horizons, 1998.

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Zhu, Xingquan, Haicheng Tao, Zhiang Wu, Jie Cao, Kristopher Kalish, and Jeremy Kayne. Fraud Prevention in Online Digital Advertising. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56793-8.

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Hua, Xian-Sheng. Online multimedia advertising: Techniques and technologies. Hershey, PA: Information Science Reference, 2011.

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Miller, Michael. Online marketing heroes: Interviews with 25 successful online marketing gurus. Indianapolis, IN: Wiley Technology Pub, 2009.

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The mood of information: Online behavioural advertising. New York, NY: Continuum International Pub. Group, 2011.

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Meyerson, Mitch. Mastering online marketing. [Irvine, CA]: Entrepreneur Press, 2008.

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Tuten, Tracy L. Advertising 2.0. Santa Barbara: Greenwood Publishing Group, 2010.

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Levinson, Jay Conrad. Guerrilla marketing online weapons: 100 low-cost, high-impact weapons for online profits and prosperity. Boston: Houghton Mifflin Co., 1996.

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Book chapters on the topic "Types of online advertising"

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Jiang, Xianglan, Yingjin Lu, and Wen-bo Yang. "The Online Advertising Types of Choices Based on DEA Method." In Lecture Notes in Economics and Mathematical Systems, 157–65. Berlin, Heidelberg: Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-19695-9_13.

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St-Onge, Anik, Sylvain Senecal, Marc Fredette, and Jacques Nantel. "Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?" In Advances in Advertising Research (Vol. VII), 79–86. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-15220-8_7.

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He, Xiang, Li Li, Hua Zhang, and Xingzhen Zhu. "Social Media or Website? Research on Online Advertising Type Based on Evolutionary Game." In Lecture Notes in Business Information Processing, 89–102. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-67781-7_9.

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Strekalova, Yulia A. "Online Advertising." In Encyclopedia of Big Data, 1–5. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-32001-4_152-1.

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Charlesworth, Alan. "Advertising online." In Absolute Essentials of Digital Marketing, 55–68. New York : Routledge, 2020. | Series: Absolute essentials of business and economics: Routledge, 2020. http://dx.doi.org/10.4324/9781003015789-6.

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Spurgeon, Christina. "Online Advertising." In The Routledge Companion to Global Internet Histories, 387–98. New York: Routledge, Taylor & Francis Group, 2017. |: Routledge, 2017. http://dx.doi.org/10.4324/9781315748962-27.

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East, Robert. "Online Advertising." In The Effect of Advertising and Display, 85–91. Boston, MA: Springer US, 2003. http://dx.doi.org/10.1007/978-0-387-23377-2_6.

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Charlesworth, Alan. "Advertising online." In Digital Marketing, 197–237. 3rd edition. | Abingdon, Oxon ; New York, NY : Routledge, 2018.: Routledge, 2018. http://dx.doi.org/10.4324/9781315175737-7.

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Wiktor, Jan W., and Katarzyna Sanak-Kosmowska. "Online advertising." In Information Asymmetry in Online Advertising, 3–32. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003134121-2.

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Armstrong, J. Scott. "Types of evidence." In Persuasive Advertising, 6–13. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230285804_2.

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Conference papers on the topic "Types of online advertising"

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Pan, Junwei, Yizhi Mao, Alfonso Lobos Ruiz, Yu Sun, and Aaron Flores. "Predicting Different Types of Conversions with Multi-Task Learning in Online Advertising." In KDD '19: The 25th ACM SIGKDD Conference on Knowledge Discovery and Data Mining. New York, NY, USA: ACM, 2019. http://dx.doi.org/10.1145/3292500.3330783.

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"Which Clicks Lead to Conversions? - Modeling User-journeys Across Multiple Types of Online Advertising." In International Conference on e-Business. SCITEPRESS - Science and and Technology Publications, 2013. http://dx.doi.org/10.5220/0004504901410152.

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Maehara, Takanori, Atsuhiro Narita, Jun Baba, and Takayuki Kawabata. "Optimal Bidding Strategy for Brand Advertising." In Twenty-Seventh International Joint Conference on Artificial Intelligence {IJCAI-18}. California: International Joint Conferences on Artificial Intelligence Organization, 2018. http://dx.doi.org/10.24963/ijcai.2018/59.

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Brand advertising is a type of advertising that aims at increasing the awareness of companies or products. This type of advertising is well studied in economic, marketing, and psychological literature; however, there are no studies in the area of computational advertising because the effect of such advertising is difficult to observe. In this study, we consider a real-time biding strategy for brand advertising. Here, our objective to maximizes the total number of users who remember the advertisement, averaged over the time. For this objective, we first introduce a new objective function that captures the cognitive psychological properties of memory retention, and can be optimized efficiently in the online setting (i.e., it is a monotone submodular function). Then, we propose an algorithm for the bid optimization problem with the proposed objective function under the second price mechanism by reducing the problem to the online knapsack constrained monotone submodular maximization problem. We evaluated the proposed objective function and the algorithm in a real-world data collected from our system and a questionnaire survey. We observed that our objective function is reasonable in real-world setting, and the proposed algorithm outperformed the baseline online algorithms.
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Surya, Desayu, and H. Hermawan. "Universitas Komputer Indonesia Students' Understanding of the Types of Online Advertising in Meeting Their Information Needs." In Proceedings of the 1st International Conference on Informatics, Engineering, Science and Technology, INCITEST 2019, 18 July 2019, Bandung, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.18-7-2019.2287684.

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Ouyang, Wentao, Xiuwu Zhang, Shukui Ren, Chao Qi, Zhaojie Liu, and Yanlong Du. "Representation Learning-Assisted Click-Through Rate Prediction." In Twenty-Eighth International Joint Conference on Artificial Intelligence {IJCAI-19}. California: International Joint Conferences on Artificial Intelligence Organization, 2019. http://dx.doi.org/10.24963/ijcai.2019/634.

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Click-through rate (CTR) prediction is a critical task in online advertising systems. Most existing methods mainly model the feature-CTR relationship and suffer from the data sparsity issue. In this paper, we propose DeepMCP, which models other types of relationships in order to learn more informative and statistically reliable feature representations, and in consequence to improve the performance of CTR prediction. In particular, DeepMCP contains three parts: a matching subnet, a correlation subnet and a prediction subnet. These subnets model the user-ad, ad-ad and feature-CTR relationship respectively. When these subnets are jointly optimized under the supervision of the target labels, the learned feature representations have both good prediction powers and good representation abilities. Experiments on two large-scale datasets demonstrate that DeepMCP outperforms several state-of-the-art models for CTR prediction.
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Müller, Lea. "Transforming Online Advertising." In SIGMIS-CPR '18: 2018 Computers and People Research Conference. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3209626.3209632.

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Bhumgara, Afreen. "Online mobile targeted advertising." In 2015 IEEE International Conference on Computational Intelligence and Computing Research (ICCIC). IEEE, 2015. http://dx.doi.org/10.1109/iccic.2015.7435684.

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Ghosh, Arpita, and Mohammad Mahdian. "Externalities in online advertising." In Proceeding of the 17th international conference. New York, New York, USA: ACM Press, 2008. http://dx.doi.org/10.1145/1367497.1367520.

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Liu, Dapeng, Shaochun Xu, Lichao Chen, and Chunning Wang. "Some observations on online advertising: A new advertising system." In 2015 IEEE/ACIS 14th International Conference on Computer and Information Science (ICIS). IEEE, 2015. http://dx.doi.org/10.1109/icis.2015.7166625.

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Sueiras, Jorge, Fausto Morales, and Juan-Carlos Ibanez. "From TV to online advertising." In the 1st international workshop. New York, New York, USA: ACM Press, 2007. http://dx.doi.org/10.1145/1348599.1348609.

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Reports on the topic "Types of online advertising"

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Chesnes, Matthew, and Ginger Zhe Jin. Direct-to-Consumer Advertising and Online Search. Cambridge, MA: National Bureau of Economic Research, August 2016. http://dx.doi.org/10.3386/w22582.

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Grow, André, Daniela Perrotta, Emanuele Del Fava, Jorge Cimentada, Francesco Rampazzo, Beatriz Sofía Gil-Clavel, Emilio Zagheni, René D. Flores, Ilana Ventura, and Ingmar G. Weber. How reliable is Facebook’s advertising data for use in social science research? Insights from a cross-national online survey. Rostock: Max Planck Institute for Demographic Research, April 2021. http://dx.doi.org/10.4054/mpidr-wp-2021-006.

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Robayo Botiva, Diana María. Brief Current Context of the Types of Electronic Commerce in Colombia. Ediciones Universidad Cooperativa de Colombia, April 2021. http://dx.doi.org/10.16925/gclc.17.

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In the current context, e-commerce has improved significantly as consumers have increased online shopping in different sectors of the economy. Therefore, the term “e-commerce” is becoming increasingly well-known and relevant for conducting business transactions. In addition, the current context of the COVID-19 pandemic has contributed to the extreme growth of e-commerce, and in the long term it will be a vital part of companies to achieve a greater competitive advantage as it offers benefits to the end consumer. However, it is important to note that there will be technological and non-technological limitations that will affect its growth. Nevertheless, the advance of information and communication technologies (ICTS) will tend to correct these limitations, consolidating the generalized increase of e-commerce worldwide. Consequently, it is pertinent that students of economics, administrative and accounting sciences, engineering, among others, expand their knowledge in e-commerce and thus be at the forefront of the different issues surrounding the digital transformation in companies and the digital economy.
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Arbeit, Caren A., Alexander Bentz, Emily Forrest Cataldi, and Herschel Sanders. Alternative and Independent: The universe of technology-related “bootcamps". RTI Press, February 2019. http://dx.doi.org/10.3768/rtipress.2019.rr.0033.1902.

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In recent years, nontraditional workforce training programs have proliferated inside and outside of traditional postsecondary institutions. A subset of these programs, bootcamps, advertise high job placement rates and have been hailed by policymakers as key to training skilled workers. However, few formal data exist on the number, types, prices, location, or other descriptive details of program offerings. We fill this void by studying the universe of bootcamp programs offered as of June 30, 2017. In this report, we discuss the attributes of the 1,010 technology-related programs offered in the United States, Canada, and online. We find more diversity among bootcamp providers and programs than would be expected from public discourse. This primarily relates to the mode of delivery (online vs. in person), intensity (part time/full time), cost, and program types. Based on the data we collected, we present a classification structure for bootcamps focused on five distinct program types.
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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Giles Álvarez, Laura, and Jeetendra Khadan. Mind the Gender Gap: A Picture of the Socioeconomic Trends Surrounding COVID-19 in the Caribbean with a Gender Lens. Inter-American Development Bank, December 2020. http://dx.doi.org/10.18235/0002961.

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This paper provides an insight on the gender impact of the COVID-19 pandemic in the Caribbean. The analysis makes use of the April 2020 online COVID-19 survey that the Inter-American Development conducted in all six Caribbean Country Department member countries. We find that the pandemic is having different effects on men and women. For example, job losses have been more prevalent amongst single-females, whilst business closures have been more prevalent amongst single-males. Quality of life also seems to have worsened more for single-females than for single-males and partners (married or common law partnership) and domestic violence against women has been on the rise. Although the coverage of social assistance programs has increased substantially during the pandemic, we find that more targeting of households with single females could be beneficial, particularly as they show lower levels of financial resilience. Going forward, we recommend further gender targeting in social assistance programs and the collection of gender-disaggregated data that will allow for more thorough investigation of the gender effects of these types of shocks.
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Tidd, Alexander N., Richard A. Ayers, Grant P. Course, and Guy R. Pasco. Scottish Inshore Fisheries Integrated Data System (SIFIDS): work package 6 final report development of a pilot relational data resource for the collation and interpretation of inshore fisheries data. Edited by Mark James and Hannah Ladd-Jones. Marine Alliance for Science and Technology for Scotland (MASTS), 2019. http://dx.doi.org/10.15664/10023.23452.

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[Extract from Executive Summary] The competition for space from competing sectors in the coastal waters of Scotland has never been greater and thus there is a growing a need for interactive seascape planning tools that encompass all marine activities. Similarly, the need to gather data to inform decision makers, especially in the fishing industry, has become essential to provide advice on the economic impact on fishing fleets both in terms of alternative conservation measures (e.g. effort limitations, temporal and spatial closures) as well as the overlap with other activities, thereby allowing stakeholders to derive a preferred option. The SIFIDS project was conceived to allow the different relevant data sources to be identified and to allow these data to be collated in one place, rather than as isolated data sets with multiple data owners. The online interactive tool developed as part of the project (Work Package 6) brought together relevant data sets and developed data storage facilities and a user interface to allow various types of user to view and interrogate the data. Some of these data sets were obtained as static layers which could sit as background data e.g. substrate type, UK fishing limits; whilst other data came directly from electronic monitoring systems developed as part of the SIFIDS project. The main non-static data source was Work Package 2, which was collecting data from a sample of volunteer inshore fishing vessels (<12m). This included data on location; time; vessel speed; count, time and position of deployment of strings of creels (or as fleets and pots as they are also known respectively); and a count of how many creels were hauled on these strings. The interactive online tool allowed all the above data to be collated in a specially designed database and displayed in near real time on the web-based application.
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Agrawal, Asha Weinstein, Hilary Nixon, and Cameron Simmons. Investing in California’s Transportation Future: Public Opinion on Critical Needs. Mineta Transportation Institute, December 2020. http://dx.doi.org/10.31979/mti.2020.1861.

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In 2017, the State of California adopted landmark legislation to increase the funds available for transportation in the state: Senate Bill 1 (SB1), the Road Repair and Accountability Act of 2017. Through a combination of higher gas and diesel motor fuel taxes, SB1 raises revenue for four critical transportation needs in the state: road maintenance and rehabilitation, relief from congestion, improvements to trade corridors, and improving transit and rail services. To help state leaders identify the most important projects and programs to fund within those four topical areas, we conducted an online survey that asked a sample of 3,574 adult Californians their thoughts on how the state can achieve the SB1 objectives. The survey was administered from April to August 2019 with a survey platform and panel of respondents managed by Qualtrics. Quota sampling ensured that the final sample closely reflects California adults in terms of key socio-demographic characteristics and geographic distribution. Key findings included very strong support for improving all transportation modes, reducing air pollution and greenhouse gas emissions from transportation, and more convenient options to travel without driving. Respondents placed particular value on better maintenance for both local streets and roads, as well as highways. Finally, the majority of respondents assessed all types of transportation infrastructure in their communities as somewhat or very good.
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Brophy, Kenny, and Alison Sheridan, eds. Neolithic Scotland: ScARF Panel Report. Society of Antiquaries of Scotland, June 2012. http://dx.doi.org/10.9750/scarf.06.2012.196.

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The main recommendations of the Panel report can be summarised as follows: The Overall Picture: more needs to be understood about the process of acculturation of indigenous communities; about the Atlantic, Breton strand of Neolithisation; about the ‘how and why’ of the spread of Grooved Ware use and its associated practices and traditions; and about reactions to Continental Beaker novelties which appeared from the 25th century. The Detailed Picture: Our understanding of developments in different parts of Scotland is very uneven, with Shetland and the north-west mainland being in particular need of targeted research. Also, here and elsewhere in Scotland, the chronology of developments needs to be clarified, especially as regards developments in the Hebrides. Lifeways and Lifestyles: Research needs to be directed towards filling the substantial gaps in our understanding of: i) subsistence strategies; ii) landscape use (including issues of population size and distribution); iii) environmental change and its consequences – and in particular issues of sea level rise, peat formation and woodland regeneration; and iv) the nature and organisation of the places where people lived; and to track changes over time in all of these. Material Culture and Use of Resources: In addition to fine-tuning our characterisation of material culture and resource use (and its changes over the course of the Neolithic), we need to apply a wider range of analytical approaches in order to discover more about manufacture and use.Some basic questions still need to be addressed (e.g. the chronology of felsite use in Shetland; what kind of pottery was in use, c 3000–2500, in areas where Grooved Ware was not used, etc.) and are outlined in the relevant section of the document. Our knowledge of organic artefacts is very limited, so research in waterlogged contexts is desirable. Identity, Society, Belief Systems: Basic questions about the organisation of society need to be addressed: are we dealing with communities that started out as egalitarian, but (in some regions) became socially differentiated? Can we identify acculturated indigenous people? How much mobility, and what kind of mobility, was there at different times during the Neolithic? And our chronology of certain monument types and key sites (including the Ring of Brodgar, despite its recent excavation) requires to be clarified, especially since we now know that certain types of monument (including Clava cairns) were not built during the Neolithic. The way in which certain types of site (e.g. large palisaded enclosures) were used remains to be clarified. Research and methodological issues: There is still much ignorance of the results of past and current research, so more effective means of dissemination are required. Basic inventory information (e.g. the Scottish Human Remains Database) needs to be compiled, and Canmore and museum database information needs to be updated and expanded – and, where not already available online, placed online, preferably with a Scottish Neolithic e-hub that directs the enquirer to all the available sources of information. The Historic Scotland on-line radiocarbon date inventory needs to be resurrected and kept up to date. Under-used resources, including the rich aerial photography archive in the NMRS, need to have their potential fully exploited. Multi-disciplinary, collaborative research (and the application of GIS modelling to spatial data in order to process the results) is vital if we are to escape from the current ‘silo’ approach and address key research questions from a range of perspectives; and awareness of relevant research outside Scotland is essential if we are to avoid reinventing the wheel. Our perspective needs to encompass multi-scale approaches, so that ScARF Neolithic Panel Report iv developments within Scotland can be understood at a local, regional and wider level. Most importantly, the right questions need to be framed, and the right research strategies need to be developed, in order to extract the maximum amount of information about the Scottish Neolithic.
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