Personal privacy and Internet marketing: An impossible conflict or a marriage made in heaven?

Christiansen, Linda

doi:10.1016/j.bushor.2011.06.002

Cited by 34 publications

(17 citation statements)

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“…Privacy related problems in programmatic advertising (such as intensive retargeting, spamming, or data reselling) are tackled as general issues. The dichotomy between service improvement and extensive surveillance that accompanies data driven advertising (Christiansen, 2011) was obviated in the considerations of the interviewed experts. And the dilemma about the limits and extent of personal data management was mostly restrained to legal and functional criteria.…”

Section: Discussionmentioning

confidence: 99%

Ethical implications of digital advertising automation: The case of programmatic advertising in Spain

Martínez-Martínez¹,

Terrón²,

Boeykens³

2017

EPI

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Section: Discussionmentioning

confidence: 99%

Ethical implications of digital advertising automation: The case of programmatic advertising in Spain

Martínez-Martínez¹,

Terrón²,

Boeykens³

2017

EPI

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“…They act as brokers connecting advertisers with multiple publishers. In essence, they facilitate marketers to design and place individualized targeted ads and publishers to sell ad space (Christiansen 2011). For example, a consumer who visits several websites selling watches might receive a message on her smart phone about special offers from a watch store in the mall when she is physically close to this store.…”

Section: Online Behavioral Targeting: Advantages and Disadvantages Fomentioning

confidence: 99%

Online Behavioral Targeting: What Does the Law Say?

Aalberts

Nill

Poon

2016

Journal of Current Issues & Research in Advertising

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Online behavioral targeting (OBT), which allows advertisers to deliver relevant messages to consumers by basing those messages on an analysis of consumers' online behavior, has become a widespread, mainstream marketing practice. While this new targeting technique comes with distinct advantages for advertisers and consumers alike, it also raises privacy concerns and exposes marketers to a myriad of potential legal pitfalls. Still, the legal risks of OBT arising from private law have not been adequately discussed in the mainstream marketing literature. The purpose of this article is to expand upon this gap in the literature. Specifically, this article attempts to (1) to provide an overview of the state of the art of OBT, (2) to explain the relevant current and evolving laws and regulations with a particular emphasis on private law, (3) analyze the significance of these private laws for marketers, and finally (4) discuss some recommendations for online advertisers. Evolving telecommunication technology and new opportunities for advertisersDramatic advances in communication technology over the last decade have ushered in new opportunities for advertisers. With the decline of print media and network television, the rules of the game of advertising are changing. As more and more consumers turn daily to modern telecommunication technology, advertisers are following. While traditional advertising revenues in the United States were shrinking, online advertising revenues increased by 15 percent to upward of $40 billion in 2013 (eMarketer 2013; Magna Global Advertising Forecasts 2013). With a growth rate of more than 140 percent, mobile advertising achieved revenues in the United States of $3 billion in the first half of 2013. The significant growth rate of mobile advertising reflects the profound shift in how consumers are viewing media as they access their mobile devices wherever they go (IAB 2013).Nike's spending on TV and print advertising in the United States serves as a fitting example. It has dropped by 40 percent in just the last three years, even as its total marketing budget has steadily climbed to more than $2.4 billion (Cendrowski 2012). The new media allow companies to connect with customers through a customized two-way communication-or in the words of Mark Parker, the CEO of Nike: "Connecting used to be 'Here's some product and here's some advertising. We hope you like it. ' Connecting today is a dialogue" (Cendrowski 2012, 2).The new media possess superior characteristics over the old. New media not only enable advertisers to communicate directly with their customers on a one-on-one basis, but also allow for the collection of almost unlimited amounts of personal, individualized data. Every online move a consumer makes, any search, any browsing, and any purchase can potentially be tracked down and analyzed by marketers.

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“…-comportamiento individual con respecto a la revelación de datos (Heirman; Walrave; Ponnet, 2013), incluyendo el análisis de la llamada "paradoja de la privacidad" 12 (Young; Quan-Haase, 2013); -influencia del comportamiento considerado común en el comportamiento individual (Trepte; Reinecke, 2013; Acquisti; John; Loewenstein, 2012); -percepción del grado de intrusismo que generan las prác-ticas habituales de las empresas (Schwaig et al, 2013;Wu et al, 2012); -opciones tecnológicas que ayudan a mantener la privacidad (Camenisch, 2012); -reflexiones generales sobre el difícil equilibrio entre los intereses de las empresas y los de los individuos (Erramilli, 2012;Christiansen, 2011).…”

Section: ¿Qué Sabemos De La Economía De La Información Personal?unclassified

Información personal: la nueva moneda de la economía digital

Gómez-Barroso¹,

Feijóo-González²

2013

El Profesional de la Informacion

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(UNED), es doctor y licenciado en ciencias económicas y empresariales por la UNED, ingeniero de telecomunicación por la Univ. Politécnica de Madrid, y licenciado en derecho por la Univ. Complutense. Trabaja en economía y regulación del sector convergente de las tecnologías de la información y de la comunicación; y en los factores que condicionan el desarrollo de la sociedad de la información. Ha participado en convenios y proyectos financiados, entre otros entes, por la CE. ResumenEl progreso tecnológico ha cambiado de manera radical la forma en que se recopilan, manipulan y usan los datos personales. Con estos datos se puede ofrecer publicidad extraordinariamente personalizada, lo que a su vez constituye el modelo de negocio en que se sustentan muchas de las compañías hoy punteras en internet. Sin embargo, y pese a su trascendencia, medir el valor generado por el uso de información personal es complejo. En este trabajo se presenta una revision de la literatura sobre esta materia. Se constata que los escasos análisis económicos existentes han adoptado un enfoque cualitativo ligado a cuestiones de privacidad y que es urgente progresar en el conocimiento cuantitativo de este fenómeno. Palabras claveInformación, Datos personales, Publicidad, Mercados bilaterales, Personalización, Segmentación, Privacidad. Title: Personal information: the new currency of the digital economy AbstractTechnological progress has profoundly changed the way personal data are collected, accessed and used. Those data make possible unprecedented customization of advertising which, in turn, is the business model adopted by many of the most successful Internet companies. Yet measuring the value being generated is still a complex task. This paper presents a review of the literature on this subject. It has been found that the economic analysis of personal information has been conducted up to now from a qualitative perspective mainly linked to privacy issues. A better understanding of a quantitative approach to this topic is urgently needed.

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Personal privacy and Internet marketing: An impossible conflict or a marriage made in heaven?

Cited by 34 publications

References 0 publications

Ethical implications of digital advertising automation: The case of programmatic advertising in Spain

Ethical implications of digital advertising automation: The case of programmatic advertising in Spain

Online Behavioral Targeting: What Does the Law Say?

Información personal: la nueva moneda de la economía digital

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