Public advertising display (for example, a billboard (billboard)) is responsive to characterize the viewing population dynamically adapted to advertise the content. At least a subset of the viewing population will carry (carry) a wireless networking device that can be associated with the user''s location as well as the user''s identity. The user profile is developed based on the user interactions with the advertisement, etc. in the wireless networked devices, collected demographic data, web browsing through other devices. Advertising campaigns can have a royalty based on a value of the number of viewers for a particular characterization. The optimization of royalties is dynamically determined based on determining the properties of the viewers and the number of viewers at least one portion. Reach viewers per-frequency-time advertising campaign targeting (reach-frequncy-time) may be satisfied at least in part to keeping track of such viewing for the identified user. Marketplace platform users to protect and externalizing royalty report on tracking and advertisers to promote their participation in the trace (depersonalize).
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