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Beauvisage et al., 2024 - Google Patents

How online advertising targets consumers: The uses of categories and algorithmic tools by audience planners

Beauvisage et al., 2024

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Document ID
13026064079859074118
Author
Beauvisage T
Beuscart J
Coavoux S
Mellet K
Publication year
Publication venue
New Media & Society

External Links

Snippet

Recent innovations in online advertising facilitate the use of a wide variety of data sources to build micro-segments of consumers, and delegate the manufacture of audience segments to machine learning algorithms. Both techniques promise to replace demographic targeting, as …
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Classifications

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