These days, search advertising commands the entire online ad spending and its leadership position is expected to remain unchallenged in the coming years. Advertisers usually were incapable of precisely targeting and identifying potential customer segments for their promotions due to the broadcasting nature of channels such as newspapers, television, and radio, resulting in lower return on investments. The rising popularity of digital channels such as mobile and online for media and entertainment, and communications, coupled with their capability to identify and benefit from tracking customer behavior accurately, have created major interest and increasing investments by advertisers on targeted advertising. To harness this developing opportunity of targeted advertising solutions as a new revenue stream, companies have identified that service providers require to have abilities in four key advertising enabler roles such as content publisher, media channel, delivery channel, an...