Study On Behavior Targeting Of On-line Advertising Marketing

With internet blooming, online advertising has become more and more important for the new medium's survival, while the technologies for online advertising promotion have opened a new field for the advertising market. Advertising emphasizes the precise marketing, and behavior targeting (BT) is always the key technique to realize the precise marketing. However, BT used to be a hard-to-be-operated technique because of the limit of the technology which can exactly locate the target consumer's behavior effectively. With the internet technologies, such a work has become easier.The paper includes the following contents:The preface has a general review of the development of China's online advertising, the online BT advertising and the status quo of the research.Part Two focuses on theories and definition of the BT advertising.Part Three deals with the practices of behavior target marketing, including its concept, forms and its practices.Part Four has a discussion on some problems in BT advertising and the feasible solutions.