Negotiating multimedia advertising with attention owners
Yue Zhang, Nadeem Jamali · 2010
Advertising is increasingly an integral part of multimedia delivery over the Internet. Traditionally, brokers -- intermediaries between content providers, advertisers, and viewers -- have determined the fine balance between the content de- sired by viewers and the advertising embedded in the content. Parameters of this balance are informed by fields of psychology and marketing, which help target viewer segments identified by their viewing habits. Oddly, mechanisms available to individual viewers to inform this balance are coarse grained: one can change the channel.