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NIM Marketing Intelligence Review
Volume 8 (2016): Issue 2 (November 2016)
Open Access
Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?
Mark Grether
Mark Grether
| Oct 28, 2016
NIM Marketing Intelligence Review
Volume 8 (2016): Issue 2 (November 2016)
Marketing and Data Science
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Published Online:
Oct 28, 2016
Page range:
38 - 43
DOI:
https://doi.org/10.1515/gfkmir-2016-0014
Keywords
Online Advertising
,
Big Data
,
Third-party Data Provider
,
Personalization
,
Wastage
,
Retargeting
© 2016
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.