Designing framework for behavioral targeting for the internet advertising; Ozone Media Solutions Pvt. Ltd.

Abstract

The Internship was an opportunity to explore different possible strategies in the internet advertising market. With the advancements in the internet technology and changing life styles, consumers are shifting more towards the internet as a medium for many of the activities in daily life. The number of hours spend by them on the internet is gradually increasing and thus provide ample opportunities for advertising online. Indian markets are very much heterogeneous in nature as people are having different interests, professions and life style. This makes the internet marketing more complex as there is a need to reach the right target audience. During internship we looked at different strategies that can be used to increase the ROI for the advertisers and increased revenue for the publishers. The main focus was to understand the web visiting behavior of consumer and then design the tools and strategies that will result in showing consumers only the advertisements of particular categories depending on hislher interest. The other area for focus during internship was to understand the analytics of different websites and to provide the post click analytics features to the clients. The internship was an opportunity to get an overview of the internet advertising industry and to understand the changing requirements and the competition in the advertising space. The internship was very helpful in knowing the different business model and strategic decisions required in the advertising.