Difference between revisions of "Targeted Advertising"

Revision as of 03:35, 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].

Advertisers are falling out of favor with untargeted ads such as billboards, print, and radio ads. Due to cheaper cost and higher return on investment, they have turned to more "relevant" targeted advertising ^[4]. Targeted advertising falls heavily into the purview of surveillance capitalism and is one of the main drivers of the commodification of consumer data ^[5]. The main draw is the elimination of wasted advertisements. The main agents are tracking based advertisements to advertise based on historical demographic and behavioral data that align with product demographics, and contextual advertisements, which involve matching product demographics to the content of the advertisement's host ^[2].

History

Surveillance Capitalism - surveillance capitalism -

Mediums

Television

Search Engines

Social Media

Users

Advertisers

Methodology

Using consumer data, online advertisers seek to define a profile for each user and deliver advertisements that suit their interests. 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. ↑ ^{1.0 1.1} https://www.forbes.com/sites/forbestechcouncil/2022/02/24/the-truth-in-user-privacy-and-targeted-ads/?sh=2cf9d0b8355e
2. ↑ ^{2.0 2.1} https://faculty.ist.psu.edu/jjansen/academic/jansen_gender_ppc.pdf
3. ↑ https://support.google.com/google-ads/answer/1704368?hl=en
4. ↑ https://www.ftc.gov/system/files/documents/reports/brief-primer-economics-targeted-advertising/economic_issues_paper_-_economics_of_targeted_advertising.pdf
5. ↑ https://www.wired.com/story/meta-surveillance-capitalism/