Online Behavioral Advertising: A Literature Review and Research Agenda

Boerman, Sophie C.; Kruikemeier, Sanne; Borgesius, Frederik J. Zuiderveen

doi:10.1080/00913367.2017.1339368

Cited by 329 publications

(296 citation statements)

References 45 publications

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“…Today, internet users are constantly confronted with personalized digital advertising, i.e., advertising shown to them based on their data (Boerman, Kruikemeier, & Zuiderveen Borgesius, 2017). One way of dealing with the associated risks is to empower users to be able to exercise more control.…”

Section: Introductionmentioning

confidence: 99%

Protective behavior against personalized ads: Motivation to turn personalization off

Strycharz¹,

Noort²,

Smit³

et al. 2019

Cyberpsychology

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Data collection and processing for personalized advertising has become a common practice in the industry. For this reason, regulators have been aiming to empower consumers to exercise more control over their data. Companies that collect and process data for personalized advertising are required to be transparent and among others, provide consumers with technical knowledge about the personalization process. At the same time, they have started offering settings to withdraw consent for processing data for personalization purposes by opting out from personalized advertising. However, such opt-out functions remain mostly unused. Thus, this study investigates first, if technical knowledge about personalization empowers consumers to use such opt-out functions and second, what mechanisms can explain the empowering impact of knowledge. Drawing on Rogers’ (1975) protection motivation theory (PMT) and applying an innovative combination of traditional (online experiment, N = 425, Mage = 48) and computational (online behavior tracking, N = 80, Mage = 48) research methods, the study shows that technical knowledge has no empowering effect on consumers by indirectly lowering opt-out motivation and behavior. The results also demonstrate that perceived severity and response efficacy increase motivation to opt-out, while positive attitude towards personalization and perceived self-efficacy lower it. Being one of the first studies to apply PMT to personalization context and computational methods to measure opt-out, it offers several important societal and theoretical implications regarding consumer empowerment and personalized advertising online.

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Section: Introductionmentioning

confidence: 99%

Protective behavior against personalized ads: Motivation to turn personalization off

Strycharz¹,

Noort²,

Smit³

et al. 2019

Cyberpsychology

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show abstract

“…While some data-sets may be available they are sometimes not used because the cost of obtaining the data may exceed the benefit. In addition, data trading practices raise consumer privacy issues, requiring transparent data processing practices and involving policy makers and regulators such as the U.S. Federal Trade Commission (FTC 2012) or European Data Protection Authorities and consumer organizations (Boerman, Kruikemeier, and Zuiderveen Borgesius 2017).…”

Section: Data Ecosystem Used For Estimating Ad Receptivity In Programmentioning

confidence: 99%

Understanding programmatic TV advertising

Malthouse

Masłowska

Franks

2018

International Journal of Advertising

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Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.

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“…Based on the literature, we know that the element of control over the collection and use of one's personal data is important for consumers (Boerman et al, 2017). It can even be considered as one of the most important concerns regarding their online privacy (McDonald & Cranor, 2010;Smit, Van Noort, & Voorveld, 2014).…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…These feelings of privacy intrusion might then lead to what has been referred to as reactance, or experiencing a loss of control and threat to autonomy and freedom of choice (Brehm, 1989). Reactance can eventually result in negative feelings and responses toward targeted advertising (Boerman et al, 2017;Zarouali et al, 2017). This logic might thus explain why SNSs, such as Facebook, rarely put their institutional privacy-enhancing tools in the spotlights, even though they are -sometimes-available.…”

Section: Introductionmentioning

confidence: 99%

“…That changed in 2015, when the Federal Trade Commission issued guidelines calling for clear cues that indicate the presence of sponsored posts. Such cues usually refer to some kind of textual disclosure or visual label that reveal the persuasive intent of a particular message online (Boerman, Kruikemeier, & Borgesius, 2017). They are designed to inform (young) consumers of an upcoming commercial message (i.e., trigger their awareness), and hence, stimulate them to activate their critical persuasion awareness (Hudders et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

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