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"Advertising Market: A Media Planning System for Information Technology Era" (in Japanese)

Author

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  • Makoto Abe

    (Faculty of Economics, University of Tokyo)

Abstract

Broadband technology makes it possible to target moving pictures of advertising at the individual subscriber level. This research develops a media planning system for one-to-one advertising based on market mechanism, such that it is fair and best to all advertisers. The proposed system, in comparison to the traditional media planning, possesses many distinctive features such as (1) it considers plans for many advertisers at the same time accounting for their interactions, (2) media price is determined depending on the demand from advertisers, (3) the resulting allocation of advertising contacts is fair and Pareto optimal to all advertisers. Such attractive characteristics could potentially revolutionize the way currently advertising industry operates. The paper also discusses application of this system to target advertising for browser phone and extension to areas beyond advertising. This system is patent pending.

Suggested Citation

  • Makoto Abe, 2001. ""Advertising Market: A Media Planning System for Information Technology Era" (in Japanese)," CIRJE J-Series CIRJE-J-61, CIRJE, Faculty of Economics, University of Tokyo.
    • Handle: RePEc:tky:jseres:2001cj61
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