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This type of advertising involves targeting different users based on their geographic location. IP addresses can signal the location of a user and can usually transfer the location through ZIP codes.

A location-based service LBS is a mobile information service that allows spatial and temporal data transmission and can be used to an advertiser's advantage.

Although producing advertising off consumer's location-based services can improve the effectiveness of delivering ads, it can raise issues with the user's privacy. Advertisers using this method believe it produces ads that will be more relevant to users, thus leading consumers to be more likely influenced by them.

Its advantage is that it can target individual's interests, rather than target groups of people whose interests may vary. When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a ' profile ' that links to that visitor's web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles.

When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow marketers and advertisers to position their online ads and messaging in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital marketing and advertisements, as media providers are able to provide individual users with highly relevant advertisements.

On the theory that properly targeted ads and messaging will fetch more consumer interest, publishers can charge a premium for behaviorally targeted ads and marketers can achieve. Behavioral marketing can be used on its own or in conjunction with other forms of targeting. Major advantages of Behavioral marketing are that it will help in reaching surfers with affinity, reach surfers that were not exposed to a media campaign, contact surfers close to conversion and in reconnecting with prospects or customers.

Behavioral targeting may also be applied to any online property on the premise that it either improves the visitor experience or benefits the online property, typically through increased conversion rates or increased spending levels. More recently, companies outside this traditional e-commerce marketplace have started to experiment with these emerging technologies.

The typical approach to this starts by using web analytics or behavioral analytics to break-down the range of all visitors into a number of discrete channels. Each channel is then analyzed and a virtual profile is created to deal with each channel.

These profiles can be based around Personas that give the website operators a starting point in terms of deciding what content, navigation and layout to show to each of the different personas. When it comes to the practical problem of successfully delivering the profiles correctly this is usually achieved by either using a specialist content behavioral platform or by bespoke software development. Most platforms identify visitors by assigning a unique ID cookie to each and every visitor to the site thereby allowing them to be tracked throughout their web journey, the platform then makes a rules-based decision about what content to serve.

Self-learning onsite behavioral targeting systems will monitor visitor response to site content and learn what is most likely to generate a desired conversion event. Some good content for each behavioral trait or pattern is often established using numerous simultaneous multivariate tests. Onsite behavioral targeting requires a relatively high level of traffic before statistical confidence levels can be reached regarding the probability of a particular offer generating a conversion from a user with a set behavioral profile.

Some providers have been able to do so by leveraging their large user base, such as Yahoo! Some providers use a rules-based approach, allowing administrators to set the content and offers shown to those with particular traits. Advertising networks use behavioral targeting in a different way than individual sites.

Since they serve many advertisements across many different sites, they are able to build up a picture of the likely demographic makeup of internet users.

Some servers even record the page that referred you to them, websites you visit after them, which ads you see and which ads you click on. Online advertising uses cookies, a tool used specifically to identify users, as a means of delivering targeted advertising by monitoring the actions of a user on the website. For this purpose, the cookies used are called tracking cookies. An ad network company such as Google uses cookies to deliver advertisements adjusted to the interests of the user, control the number of times that the user sees an ad and "measure" whether they are advertising the specific product to the customer's preferences.

This data is collected without attaching the people's names, address, email address or telephone number, but it may include device identifying information such as the IP address, MAC address , cookie or other device-specific unique alphanumerical ID of your computer, but some stores may create guest IDs to go along with the data. Cookies are used to control displayed ads and to track browsing activity and usage patterns on sites.

This data is used by companies to infer people's age, gender, and possible purchase interests so that they could make customized ads that you would be more likely to click on.

An example would be a user seen on football sites, business sites, and male fashion sites. A reasonable guess would be to assume the user is male. Behavioral targeting allows them to be slightly more specific about this. In the work titled An Economic Analysis of Online Advertising Using Behavioral Targeting, [30] Chen and Stallaert study the economic implications when an online publisher engages in behavioral targeting. They consider that the publisher auctions off an advertising slot and are paid on a cost-per-click basis.

Chen and Stallaert identify the factors that affect the publisher's revenue , the advertisers' payoffs, and social welfare. They show that revenue for the online publisher in some circumstances can double when behavioral targeting is used. Increased revenue for the publisher is not guaranteed: in some cases, the prices of advertising and hence the publisher's revenue can be lower, depending on the degree of competition and the advertisers' valuations.

They identify two effects associated with behavioral targeting: a competitive effect and a propensity effect. The relative strength of the two effects determines whether the publisher's revenue is positively or negatively affected. Chen and Stallaert also demonstrate that, although social welfare is increased and small advertisers are better off under behavioral targeting, the dominant advertiser might be worse off and reluctant to switch from traditional advertising.

In , BlueLithium now Yahoo! Advertising in a large online study, examined the effects of behavior targeted advertisements based on contextual content. The study used million "impressions", or advertisements conveyed across behavioral and contextual borders.

Specifically, nine behavioral categories such as "shoppers" or "travelers" [44] with over 10 million "impressions" were observed for patterns across the content. All measures for the study were taken in terms of click-through rates CTR and " action-through rates " ATR , or conversions. So, for every impression that someone gets, the number of times they "click-through" to it will contribute to CTR data, and every time they go through with or convert on the advertisement the user adds "action-through" data.

Results from the study show that advertisers looking for traffic on their advertisements should focus on behavioral targeting in context. Likewise, if they are looking for conversions on the advertisements, behavioral targeting out of context is the most effective process. Overall results from the researchers indicate that the effectiveness of behavioral targeting is dependent on the goals of the advertiser and the primary target market the advertiser is trying to reach.

Many online users and advocacy groups are concerned about privacy issues around this type of targeting since targeted advertising requires aggregation of large amounts of personal data, including highly sensitive one such as sexual orientation or sexual preferences, health issues, location which is then traded between hundreds of parties in the process of real-time bidding.

Obscure to a great many people, individual data are exchanged without the consent of the proprietors [ citation needed ]. Essentially, it is an obtrusive rupture of protection to profit from the unregulated exchange of individual data. However simultaneously, individual data, particularly the ones that are identified with intrigue and propensity, are a basic segment for conveying web-based promoting, which is the help of numerous sites.

This is a controversy that the behavioral targeting industry is trying to contain through education, advocacy and product constraints in order to keep all information non-personally identifiable or to obtain permission from end-users. The European Commission via commissioner Meglena Kuneva has also raised a number of concerns related to online data collection of personal data , profiling and behavioral targeting, and is looking for "enforcing existing regulation".

In October it was reported that a recent survey carried out by University of Pennsylvania and the Berkeley Center for Law and Technology found that a large majority of US internet users rejected the use of behavioral advertising. These zombie cookies, which were on partner sites such as MTV, Hulu, and ESPN, would re-generate to continue tracking the user even if they were deleted. In March , it was reported that the online ad industry would begin working with the Council of Better Business Bureaus to start policing itself as part of its program to monitor and regulate how marketers track consumers online, also known as behavioral advertising.

Retargeting is where advertisers use behavioral targeting to produce ads that follow users after users have looked at or purchased a particular item. An example of this is store catalogs, where stores subscribe customers to their email system after a purchase hoping that they draw attention to more items for continuous purchases. The main example of retargeting that has earned a reputation from most people is ads that follow users across the web, showing them the same items that they have looked at in the hope that they will purchase them.

Retargeting is a very effective process; by analysing consumers activities with the brand they can address their consumers' behavior appropriately. Advertising provides advertisers with a direct line of communication to existing and prospective consumers.

Advertising should define how and when structural elements of advertisements influence receivers, knowing that all receivers are not the same and thus may not respond in a single, similar manner. Advertisers aim to reach consumers as efficiently as possible with the belief that it will result in a more effective campaign. By targeting, advertisers are able to identify when and where the ad should be positioned in order to achieve maximum profits. This requires an understanding of how customers' minds work see also neuromarketing so as to determine the best channel by which to communicate.

Types of targeting include, but are not limited to advertising based on demographics , psychographics , behavioral variables and contextual targeting.

Behavioral advertising is the most common form of targeting used online. Internet cookies are sent back and forth between an internet server and the browser, that allows a user to be identified or to track their progressions.

Cookies provide detail on what pages a consumer visits, the amount of time spent viewing each page, the links clicked on; and searches and interactions made. From this information, the cookie issuer gathers an understanding of the user's browsing tendencies and interests generating a profile. Analyzing the profile, advertisers are able to create defined audience segments based upon users with similar returned similar information, hence profiles.

Tailored advertising is then placed in front of the consumer based upon what organizations working on behalf of the advertisers assume are the interests of the consumer. For example, under behavioral targeting, if a user is known to have recently visited a number of automotive shopping and comparison sites based on the data recorded by cookies stored on the user's computer, the user can then be served automotive-related advertisements when visiting other sites. Demographic targeting was the first and most basic form of targeting used online.

All members of the group share a common trait. So, when an advertiser wishes to run a campaign aimed at a specific group of people then that campaign is intended only for the group that contains those traits at which the campaign is targeted. Having finalized the advertiser's demographic target, a website or a website section is chosen as a medium because a large proportion of the targeted audience utilizes that form of media.

Segmentation using psychographics Is based on an individual's personality, values, interests and lifestyles. A recent study concerning what forms of media people use- conducted by the Entertainment Technology Center at the University of Southern California, the Hallmark Channel, and E-Poll Market Research- concludes that a better predictor of media usage is the user's lifestyle.

Researchers concluded that while cohorts of these groups may have similar demographic profiles, they may have different attitudes and media usage habits. Once acknowledging this is the case, advertisers can begin to target customers having recognized that factors other than age for example provides greater insight into the customer. Contextual advertising is a strategy to place advertisements on media vehicles, such as specific websites or print magazines, whose themes are relevant to the promoted products.

The advertisements will be displayed across the user's different platforms and are chosen based on searches for keywords; appearing as either a web page or pop up ads. It is a form of targeted advertising in which the content of an ad is in direct correlation to the content of the webpage the user is viewing.

Every brand, service or product has itself a personality , how it is viewed by the public and the community and marketers will create these personalities to match the personality traits of their target market. Advertisers are aware that different people lead different lives, have different lifestyles and different wants and needs at different times in their consumer's lives, thus individual differences can be compensated for Advertisers who base their segmentation on psychographic characteristics promote their product as the solution to these wants and needs.

Segmentation by lifestyle considers where the consumer is in their life cycle and which preferences are associated with that life stage.

Psychographic segmentation also includes opinions on religion, gender and politics, sporting and recreational activities, views on the environment and arts and cultural issues. The views that the market segments hold and the activities they participate in will have an impact on the products and services they purchase and it will affect how they respond to the message. Alternatives to behavioral advertising and psychographic targeting include geographic targeting and demographic targeting. When advertisers want to efficiently reach as many consumers as possible, they use a six-step process.

Alternatives to behavioral advertising include audience targeting, contextual targeting, and psychographic [65] targeting. Targeting aims to improve the effectiveness of advertising and reduce the wastage created by sending advertising to consumers who are unlikely to purchase that product.

Targeted advertising or improved targeting may lead to lower advertising costs and expenditures. The effects of advertising on society and those targeted are all implicitly underpinned by consideration of whether advertising compromises autonomous choice.

Those arguing for the ethical acceptability of advertising claim either that, because of the commercially competitive context of advertising, the consumer has a choice over what to accept and what to reject. Humans have the cognitive competence and are equipped with the necessary faculties to decide whether to be affected by adverts.

Although the effects of target advertising are mainly focused on those targeted it also has an effect on those not targeted. Its unintended audiences often view an advertisement targeted at other groups and start forming judgments and decisions regarding the advertisement and even the brand and company behind the advertisement, these judgments may affect future consumer behavior.

The Network Advertising Initiative conducted a study [69] in measuring the pricing and effectiveness of targeted advertising. It revealed that targeted advertising:. However, other studies show that targeted advertising, at least by gender, [2] is not effective. One of the major difficulties in measuring the economic efficiency of targeting, however, is being able to observe what would have happened in the absence of targeting since the users targeted by advertisers are more likely to convert than the general population.

Farahat and Bailey [70] exploit a large-scale natural experiment on Yahoo! Proponents of targeted advertising argue that there are advantages for both consumers and advertisers:.

Targeted advertising benefits consumers because advertisers are able to effectively attract consumers by using their purchasing and browsing habits this enables ads to be more apparent and useful for customers. Having ads that are related to the interests of the consumers allow the message to be received in a direct manner through effective touchpoints.

An example of how targeted advertising is beneficial to consumers if that if someone sees an ad targeted to them for something similar to an item they have previously viewed online and were interested in, they are more likely to buy it. Intelligence agencies worldwide can more easily, and without exposing their personnel to the risks of HUMINT , track targets at sensitive locations such as military bases or training camps by simply purchasing location data from commercial providers who collect it from mobile devices with geotargeting enabled used by the operatives present at these places.

Location data can be extremely valuable and must be protected. It can reveal details about the number of users in a location, user and supply movements, daily routines user and organizational , and can expose otherwise unknown associations between users and locations. Advertisers benefit with target advertising are reduced resource costs and creation of more effective ads by attracting consumers with a strong appeal to these products.

Targeted advertising allows advertisers in reduced cost of advertisement by minimizing "wasted" advertisements to non-interested consumers. Targeted advertising captivate the attention of consumers they were aimed at resulting in higher return on investment for the company. Because behavioral advertising enables advertisers to more easily determine user preference and purchasing habit, the ads will be more pertinent and useful for consumers.

By creating a more efficient and effective manner of advertising to the consumer, an advertiser benefits greatly and in the following ways:. Using information from consumers can benefit the advertiser by developing a more efficient campaign, targeted advertising is proven to work both effectively and efficiently.

Some consumers do not mind if their information is used, and are more accepting to ads with easily accessible links. This is because they may appreciate adverts tailored to their preferences, rather than just generic ads. They are more likely to be directed to products they want, and possibly purchase them, in return generating more income for the business advertising. Targeted advertising raises privacy concerns.

Targeted advertising is performed by analyzing consumers' activities through online services such as HTTP cookies and data mining , both of which can be seen as detrimental to consumers' privacy. Marketers research consumers' online activity for targeted advertising campaigns like programmatic and SEO.

Consumers' privacy concerns revolve around today's unprecedented tracking capabilities and whether to trust their trackers. Consumers may feel uncomfortable with sites knowing so much about their activity online. Targeted advertising aims to increase promotions' relevance to potential buyers, delivering ad campaign executions to specified consumers at critical stages in the buying decision process. This potentially limits a consumer's awareness of alternatives and reinforces selective exposure.

Consumers may start avoiding certain sites and brands if they keep getting served the same advertisements as the consumer may feel like they are being watched too much or may start getting annoyed with certain brands. Due to the increased use of tracking cookies all over the web many sites now have cookie notices that pop up when a visitor lands on a site. The notice informs the visitor about the use of cookies, how they affect the visitor, and the visitor's options in regards to what information the cookies can obtain.

Targeting advertising is not a process performed overnight, it takes time and effort to analyze the behavior of consumers. This results in more expenses than the traditional advertising processes. As targeted advertising is seen more effective this is not always a disadvantage but there are cases where advertisers have not received the profit expected. Targeted advertising has a limited reach to consumers, advertisers are not always aware that consumers change their minds and purchases which will no longer mean ads are apparent to them.

Another disadvantage is that while using cookies to track activity advertisers are unable to depict whether 1 or more consumers are using the same computer.

This is apparent in family homes where multiple people from a broad age range are using the same device. Targeted advertising has raised controversies, most particularly towards the privacy rights and policies. With behavioral targeting focusing in on specific user actions such as site history, browsing history, and buying behavior, this has raised user concern that all activity is being tracked.

Privacy International is a UK based registered charity that defends and promotes the right to privacy across the world. This organization is fighting in order to make Governments legislate in a way that protects the rights of the general public. According to them, from any ethical standpoint such interception of web traffic must be conditional on the basis of explicit and informed consent. And action must be taken where organizations can be shown to have acted unlawfully.

Another issue with targeted advertising is the lack of 'new' advertisements of goods or services. Seeing as all ads are tailored to be based on user preferences, no different products will be introduced to the consumer.

Hence, in this case the consumer will be at a loss as they are not exposed to anything new. Advertisers concentrate their resources on the consumer, which can be very effective when done right. In targeted advertising privacy is a complicated issue due to the type of protected user information and the number of parties involved. With version Adobe also announced that CS6 will be the last suite sold with perpetual licenses in favor of the new Creative Cloud subscriptions, though they will continue to provide OS compatibility support as well as bug fixes and security updates as necessary.

Starting January 9, , CS6 is no longer available for purchase, making a Creative Cloud license the only purchase option going forward. Photoshop CC As the next major version after CS6, it is only available as part of a Creative Cloud subscription. Major features in this version include new Smart Sharpen, Intelligent Upsampling, and Camera Shake Reduction for reducing blur caused by camera shake.

Since the initial launch, Adobe has released two additional feature-bearing updates. The first, version The major features in this version were Adobe Generator, a Node. Photoshop Version CC features improvements to content-aware tools, two new blur tools spin blur and path blur and a new focus mask feature that enables the user to select parts of an image based on whether they are in focus or not.

Other minor improvements have been made, including speed increases for certain tasks. Photoshop CC was released on June 15, Adobe added various creative features including Adobe Stock, which is a library of custom stock images.

It also includes and have the ability to have more than one layer style. The updated UI as of November 30, , delivers a cleaner and more consistent look throughout Photoshop, and the user can quickly perform common tasks using a new set of gestures on touch-enabled devices like Microsoft Surface Pro. Photoshop CC was released on November 2, It introduced a new template selector when creating new documents, the ability to search for tools, panels and help articles for Photoshop, support for SVG OpenType fonts and other small improvements.

Photoshop CC version 19 was released on October 18, It featured an overhaul to the brush organization system, allowing for more properties such as color and opacity to be saved per-brush and for brushes to be categorized in folders and sub-folders. It also added brush stroke smoothing, and over brushes created by Kyle T. Webster following Adobe's acquisition of his website, KyleBrush. Other additions were Lightroom Photo access, Variable font support, select subject, copy-paste layers, enhanced tooltips, panorama and HEIF support, PNG compression, increased maximum zoom level, symmetry mode, algorithm improvements to Face-aware and selection tools, color and luminance range masking, improved image resizing, and performance improvements to file opening, filters, and brush strokes.

Photoshop CC was released on October 15, Beginning with Photoshop CC version This version Introduced a new tool called Frame Tool to create placeholder frames for images. It also added multiple undo mode, auto-commitment, and prevented accidental panel moves with lock work-space.

Live blend mode previews are added, allowing for faster scrolling over different blend mode options in the layers panel. Other additions were Color Wheel, Transform proportionally without Shift key, Distribute spacing like in Illustrator, ability to see longer layer names, match font with Japanese fonts, flip document view, scale UI to font, reference point hidden by default, new compositing engine, which provides a more modern compositing architecture is added which is easier to optimize on all platforms.

Photoshop was released on November 4, It added several improvements to the new content-aware fill and to the new document tab. Also added were animated GIF support, improved lens blur performance and one-click zoom to a layer's contents. It introduced new swatches, gradients, patterns, shapes and stylistic sets for OpenType fonts. Presets are now more intuitive to use and easier to organize.

With the February update version This version improved GPU based lens blur quality and provided performance improvements, such as accelerating workflows with smoother panning, zooming and navigation of documents. Version 21 was the first version where the iPad version was released. It introduced faster portrait selection, Adobe Camera Raw improvements, auto-activated Adobe Fonts, rotatable patterns, and improved Match Font.

This is the first macOS release to run natively on Apple silicon. Content Credentials Beta was introduced. When enabled, the editing information is captured in a tamper-evident form and resides with the file through successive copy generations. It aligns with the C2PA standard on digital provenance across the internet. The Adobe Photoshop family is a group of applications and services made by Adobe Inc. Several features of the Adobe Photoshop family are pixel manipulating, image organizing, photo retouching, and more.

From Wikipedia, the free encyclopedia. Raster graphics editing software. For the colloquial verb meaning photograph manipulation, see Photoshop verb.

For other uses, see Photoshop disambiguation. For the vector graphics language, see PostScript. Adobe Photoshop Thomas Knoll John Knoll. List of languages. Main article: Photoshop plugin. This section may need to be rewritten to comply with Wikipedia's quality standards. You can help. The talk page may contain suggestions. July You can help by adding to it. September Retrieved July 20, Adobe Inc. Retrieved November 13, Retrieved January 31, Retrieved February 29, The Verge.

Retrieved March 1, Retrieved November 7, Archived from the original on June 26, Retrieved June 15, Story Photography. May 23, Retrieved May 23, February 28, Archived from the original on July 1, Retrieved October 15, Graphics Software.

Retrieved August 13, Mac Publishing. Dennis Publishing Ltd. Raja January 13, The Hindu. Retrieved August 10, Encyclopedia Britannica.

Retrieved January 23, Securities and Exchange Commission. February 22, Archived from the original on February 24, What Opens a PSD? File Format List from WhatIs. Retrieved May 12, Retrieved December 17, Nik Software Inc. Topaz Labs, LLC. August 31, Auto FX Software. AV Bros. Archived from the original on October 15, Flaming Pear Software.

Andromeda Software Inc. Archived from the original on December 3, Retrieved December 4, Adobe Systems Incorporated. Archived from the original PDF on November 13, Retrieved March 27, Postel PMID Retrieved February 14, Photoshop Elements The Missing Manual.

ISBN Adobe Photoshop CS5 one-on-one. Indianapolis, Indiana: Wiley Publishing, Inc. Adobe Photoshop Elements 5. Burlington, MA: Focal Press. Retrieved March 28, Ars Technica. Retrieved September 15, Archived from the original on March 15, Archived from the original on May 7, Press Release. Archived from the original on 13 November Retrieved 29 March News Releases.

Retrieved 28 March Web Designer Depot. Adobe official site. Archived from the original PDF on 19 June Retrieved 17 June Adobe Official site. Archived from the original PDF on 28 September Archived from the original on 13 April CNET News. CBS Interactive. Adobe Systems. PC World. Archived from the original on 7 June Retrieved 17 December Archived from the original on March 26, Retrieved March 24, Retrieved May 29, John Nack on Adobe.

Adobe Blogs. Press Releases. Tech Specs. Retrieved March 29, March 22, Archived from the original on March 22, Retrieved March 23, Retrieved January 19, Archived from the original on June 23, Retrieved January 21, Archived from the original on March 17, Archived from the original on May 19, Retrieved June 20, Retrieved October 24, Adobe Blog.

November 21, Retrieved June 19, Retrieved June 17, Retrieved March 2, Adobe Photoshop Elements tutorials". Retrieved April 26, Retrieved September 3, August 1, Archived from the original on August 1, Adobe Photoshop at Wikipedia's sister projects. Category Commons.

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