Difference between revisions of "Targeted Advertising"
| Line 1: | Line 1: | ||
| − | Targeted advertising is a subset of advertising that focuses on reaching customers based on characteristics that line up with the product an advertiser is selling <ref name="forbes"> https://www.forbes.com/sites/forbestechcouncil/2022/02/24/the-truth-in-user-privacy-and-targeted-ads/?sh=2cf9d0b8355e </ref>. These characteristics can be demographic: targeting race, gender, age, income, education, and/or employment; psychographic: targeting values, interests, personality, lifestyle, and/or opinions; or behavioral: targeting recent searches, purchases, clicked ads, or other online actions <ref name="jansen"> https://faculty.ist.psu.edu/jjansen/academic/jansen_gender_ppc.pdf </ref> <ref name="google support"> https://support.google.com/google-ads/answer/1704368?hl=en </ref>. Advertisers can use these characteristics through tracking consumers' behavior and data<ref name="forbes"> </ref> | + | Targeted advertising is a subset of advertising that focuses on reaching customers based on characteristics that line up with the product an advertiser is selling <ref name="forbes"> https://www.forbes.com/sites/forbestechcouncil/2022/02/24/the-truth-in-user-privacy-and-targeted-ads/?sh=2cf9d0b8355e </ref>. These characteristics can be demographic: targeting race, gender, age, income, education, and/or employment; psychographic: targeting values, interests, personality, lifestyle, and/or opinions; or behavioral: targeting recent searches, purchases, clicked ads, or other online actions <ref name="jansen"> https://faculty.ist.psu.edu/jjansen/academic/jansen_gender_ppc.pdf </ref> <ref name="google support"> https://support.google.com/google-ads/answer/1704368?hl=en </ref>. Advertisers can use these characteristics through tracking consumers' behavior and data <ref name="forbes"> </ref>. |
| + | |||
| + | Due to cheaper cost and higher return on investment, advertisers are falling out of favor with untargeted ads and turning towards the more "relevant" targeted advertisements <ref name="ftc"> https://www.ftc.gov/system/files/documents/reports/brief-primer-economics-targeted-advertising/economic_issues_paper_-_economics_of_targeted_advertising.pdf </ref>. | ||
| + | |||
==History== | ==History== | ||
- surveillance capitalism | - surveillance capitalism | ||
Revision as of 02:56, 27 January 2023
Targeted advertising is a subset of advertising that focuses on reaching customers based on characteristics that line up with the product an advertiser is selling [1]. These characteristics can be demographic: targeting race, gender, age, income, education, and/or employment; psychographic: targeting values, interests, personality, lifestyle, and/or opinions; or behavioral: targeting recent searches, purchases, clicked ads, or other online actions [2] [3]. Advertisers can use these characteristics through tracking consumers' behavior and data [1].
Due to cheaper cost and higher return on investment, advertisers are falling out of favor with untargeted ads and turning towards the more "relevant" targeted advertisements [4].
Contents
History
- surveillance capitalism -
Mediums
Television
Search Engines
Social Media
Users
Advertisers
Methodology
https://dl.acm.org/doi/pdf/10.1145/2535771.2535783
Advantages and Disadvantages
https://dl.acm.org/doi/pdf/10.1145/2187836.2187852
Advantages
Advertisers
Consumers
Intelligence Agencies
Disadvantages
Advertisers
Consumers
Intelligence Agencies
Controversy
Data Collection
Privacy and Security Concerns
Discrimination
Targeted advertisements have shown the capability to discriminate against the viewing user. In one example instance, ads related to housing, employment,and financial services have been found to target people of certain races. Advertisements as such violate anti-discrimination laws in the US.
(not a lot of writing but here's some good sources if u want!)
http://proceedings.mlr.press/v81/speicher18a/speicher18a.pdf
http://proceedings.mlr.press/v81/datta18a/datta18a.pdf
https://heinonline.org/HOL/LandingPage?handle=hein.journals/stlulj63&div=9&id=&page=
https://heinonline.org/HOL/LandingPage?handle=hein.journals/berkjemp40&div=5&id=&page=
References
- ↑ 1.0 1.1 https://www.forbes.com/sites/forbestechcouncil/2022/02/24/the-truth-in-user-privacy-and-targeted-ads/?sh=2cf9d0b8355e
- ↑ https://faculty.ist.psu.edu/jjansen/academic/jansen_gender_ppc.pdf
- ↑ https://support.google.com/google-ads/answer/1704368?hl=en
- ↑ https://www.ftc.gov/system/files/documents/reports/brief-primer-economics-targeted-advertising/economic_issues_paper_-_economics_of_targeted_advertising.pdf
