Integration of Wi-Fi Analytics in Contextual Advertising

Student: Kapustina Polina

Supervisor:

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This work is devoted to the study of integration of Wi-Fi Analytics in contextual advertising by introducing MAC addresses - unique identifiers of a mobile device - in the Yandex Direct advertising system. The study focuses on the issue of ignoring contextual advertising specialists for this tool due to many limitations and assumptions. One of the company's articles “Hot-WiFi” provides a similar study comparing the effectiveness of advertising by MAC addresses and geo-polygons, the results of which showed an obvious advantage for the first type of promotion. However, in addition to this type of targeting, there is another most accurate one - by keywords, which can also be compared with the promotion of Wi-Fi Analytics, scientific research and articles on which are missing, which will be filled in this work. Thus, the work will be dedicated to the analysis of problem areas in contextual advertising by MAC addresses, and will also prove or disprove the effectiveness of this type of promotion using a scientific experiment on the example of one of the clients of an advertising Agency.

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