中文摘要：

网络精准广告是信息系统领域的重要论题,在实践中也有着深远意义,但目前缺少针对网络精准广告研究成果的系统梳理和分析。作者在大量文献收集和阅读的基础上,通过严谨的筛选方法对其中73篇具有代表性的英文文献进行系统地梳理,利用编码处理方法从发表时间、文献类型、研究方法和研究层面4个方面对国际上网络精准广告研究进行全面统计分析;并进一步运用文本数据挖掘,结合逐篇精读提炼出现有研究的主要主题并做深入分析。文献研究结果表明：（1）网络精准广告的研究数量呈上升态势,文献类型以期刊论文为主,研究方法以定量为主并呈现多元化趋势,研究层面从技术层面向用户行为层面延伸;（2）网络精准广告的研究可以提炼出6个主题,包括广告计划调度、广告匹配和分配、商业模式和系统框架、网络用户行为和模式分析、精准广告点击与效果以及用户个人隐私。

英文摘要：

Online targeted advertising is a very important research field in information systems. However, there is few literature review on targeted advertising researches. This paper examines the state of online targeted advertising research in the last decades of years on the basis of literatures. The state of research is assessed by examining the publish time, literature type, research method, research level and research topics. A total of 73 selected papers were systematically analyzed. Text mining is used in analyzing research content. The review suggests that the research of online advertising is more and more focusing on targeted advertising. The number of research papers on online targeted advertising is increasing. Literature type is mostly journal paper. Research method starts to become diversification. Research level extends from technique level to user level. Six topics are extracted, including advertisement scheduling and planning, advertisement matching and allocation, business model and system framework, online user behaviour and pattern analysis, targeted advertisement clicks and effectiveness, user privacy. Implications for future research are given based on the results of literature analysis. Firstly, research on online targeted advertising must be closely integrated with practice. New emerging phenomena in the industry usually provide meaningful research questions to academic researchers. Secondly, theoretical foundation is a shortage to most of existed online targeted advertising research. Normative studies based on classic theories are quite meaningful to online targeted advertising field. Thirdly, Research methods should be more scientific and diversified. Most of current online targeted advertising research is using mathematical modelling and survey. Since data acquisition is difficult in practice, experimental design and simulation method can be used in the future, so that we get rid of the data plight. Finally, online targeted advertising is a new but fast-growing phenomenon in China. Therefore, it