Web 오디언스의 측정과 표적광고 전달에의 응용 = Measurement of Web Audiences and its Applications for Delivering Targeted Ads

다국어 초록 (Multilingual Abstract)

Ⅰ. In summary, there are some major facts found through the review of the literature.
1. Measurement instruments and measurement problems

1) Web measurement solution includes site-centered systems and audience-centered systems. The instrument for the former is the log file program, and for the latter is the PC-Meter from the NPD group.
2) It is necessary to include a checklist of requirements when selecting a solution for Web site measurement. This list should include: a) what kind of information is needed; b) whether the treatment of information is based on in-house analysis or outsourcing.
3) There are some reasons for the existing gap between the audience measurement system and the server site system: a) the measurement population is different, b) audience measurement includes the cache which does not have sever log, and c) there is a degree of error/variation created by the two systems.
4) Measurement problems of Web sites are caused by technical barriers. These barriers originate in the following areas: caching ; proxy server ; robot; industry standards; terminology; and reporting.

In order to testify to the credibility and reliability of measurement systems, industrial auditing is required. Auditing processes can testify to typical errors in reporting. However, this auditing process has not been adequately developed yet.

2. Applications for delivering targeted ads of measurement data about Web audiences
1) An appropriate, advertising-management software makers targeted advertising delivery possible, and it reports to an advertiser at the right time. Advertising management processes for targeted advertising delivery involve four different levels (see figure 7).
2) Measurement data makes targeting possible through browser software (including users of competitors), companies, geographical location of companies, and advertising networks.
3) By using targeting capabilities, advertisers are better able to understand the outline of the recipients of their message. One of the techniques for collecting demographic information is the cookies. Cookies can be used for storing users' information, and for limiting advertisement frequency. However, an employee of a marketing company needs to understand that there are obstacles to the use of cookies. These occur when the browsing software blocks cookie files. Besides this, cookie files can be eliminated by hand, and this can be an obstacle for collecting personal information, because it is place for the browser, not for the individual.
4) Recent Web measurement techniques, by categorizing and forecasting users' behaviors and preferences, can better target and individualize the advertisement and contents a publisher wants to communicate. These techniques and management systems can be found in products such as Star Point, Hyper System, and Free PC. com.

Ⅱ. Significance of the study

This study relies on a review of literature. However, this study examines and indicates background information related to future experimental analysis and valid testing procedures. This study also provides implications for related business circles in preparing strategic planning of online marketing and meaningful guidelines for its advertising. Therefore, it is required that further empirical studies on this topic should consider a subject such as "determinants for efficient and effective management in targeted advertising."

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. Web 사이트의 측정도구와 측정문제
• 1. Web 사이트의 측정도구
• 2. Web 사이트의 측정문제
• Ⅲ. Web 오디언스에 대한 측정자료의 표적 광고 전달에의 응용
• 1. Web 광고 관리
• 2. 개인화와 표적화 도구로의 응용
• Ⅳ. 결론
• 1. 요약
• 2. 연구의 의의와 제안
• ◇ 참고문헌
• ◇ abstract