Targeted Advertising for the Communication Service Provider

Targeted Advertising has been there for a while. A supermarket distributing pamphlets about what it is selling, and the applicable discounts, to the residents in the locality, is a form of Targeted Advertising. A local cable television service provider overlaying advertisements on its channels is another form. This whitepaper describes Targeted Advertising for the Communication Service Provider (CSP) that is a relatively new form. If this mode of advertising is deployed effectively by addressing the user's privacy concerns, it can result in increased Average Revenue per User (ARPU) for the stakeholders in the ecosystem, besides the CSP itself.