Intelligent online advertising

Internet advertising is a very dynamic sector. In recent years we''ve seen some very advanced technological advances in targeting consumers on the Internet. And all this thanks to the use of two elements: technology and data. Since the beginning of marketing the fundamental objective of every marketer has been to know how best to address his target. Perfect targeting has therefore always been the marketer''s holy grail. From advertising orchestrated around the product through advertising around the brand to advertising based on the audience''s personal data there have been far-reaching ramifications that have greatly advanced advertising in terms of accuracy and relevance. In the end what we''ve learned from this thesis is that our objection to the limits of behavioral research in intelligent advertising with its tools mobilized to get as close as possible to the identity and behavior of the user the consumer is highly relevant.