Algorithms – the New Leaders of the Advertising Market

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F21%3A00009005" target="_blank" >RIV/46747885:24310/21:00009005 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_5" target="_blank" >http://dx.doi.org/10.1007/978-3-030-93131-5_5</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_5" target="_blank" >10.1007/978-3-030-93131-5_5</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Algorithms – the New Leaders of the Advertising Market

Popis výsledku v původním jazyce

Digital advertising evolves in an increasingly dynamic context and therefore finds itself in perpetual change. Advertising success increasingly relies on targeting and personalization capabilities that require strong skills in collecting and processing user information and data. However, these practices carry risks for Internet users since personal and potentially sensitive data on their lives can be exchanged without actual knowledge or consent on their part. While the targeting and the precision with which the advertising algorithms deliver content, users‘ interest in the marketing content decreases. Thus the main question is, what are the causes of this lesser effectiveness of online advertising. In this chapter, we analyze the effects of programmatic advertising on the perceptions of advertised content and user attitudes toward the protection of personal data.

Název v anglickém jazyce

Algorithms – the New Leaders of the Advertising Market

Popis výsledku anglicky

Digital advertising evolves in an increasingly dynamic context and therefore finds itself in perpetual change. Advertising success increasingly relies on targeting and personalization capabilities that require strong skills in collecting and processing user information and data. However, these practices carry risks for Internet users since personal and potentially sensitive data on their lives can be exchanged without actual knowledge or consent on their part. While the targeting and the precision with which the advertising algorithms deliver content, users‘ interest in the marketing content decreases. Thus the main question is, what are the causes of this lesser effectiveness of online advertising. In this chapter, we analyze the effects of programmatic advertising on the perceptions of advertised content and user attitudes toward the protection of personal data.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing

ISBN

9783030931308

Počet stran výsledku

28

Strana od-do

121-149

Počet stran knihy

239

Název nakladatele

Springer Nature

Místo vydání

Cham

Kód UT WoS kapitoly

—