Seizing the commuting moment : contextual targeting based on mobile transportation apps

• Main Authors: Ghose, Anindya, Kwon, Eric Hyeokkoo, Lee, Dongwon, Oh, Wonseok
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2020
• Subjects: Business::Advertising; Commuting; Contextual Targeting
• Online Access: https://hdl.handle.net/10356/142846
• Institution: Nanyang Technological University

Despite the average daily commuting time of commuters increasing by the day, the way marketers can benefit from our commuting behaviors has not yet been examined. In collaboration with one of the largest global mobile telecom providers, this study investigates how contextual targeting with commuting...