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In this chapter, we present the development of digital advertising toward the current status quo. This is currently being replaced by a development toward the post-cookie era, which is leading to disruptive changes in the advertising industry. We show the main reasons and consequences of this development and give you an overview of the currently available targeting options for online advertising media.

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Advertising in a Digital Environment

  • 章节

  • 发表日期：

    2025年

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  • Alexander Schwarz-Musch,
  • Alexander Tauchhammer,
  • Bernhard Guetz

摘要

In this chapter, we present the development of digital advertising toward the current status quo. This is currently being replaced by a development toward the post-cookie era, which is leading to disruptive changes in the advertising industry. We show the main reasons and consequences of this development and give you an overview of the currently available targeting options for online advertising media.