Privacy-Centric Digital Advertising: Implications for Research

Autor:	Eric Seufert, Garrett A. Johnson, Julian Runge
Rok vydání:	2022
Předmět:	Community and Home Care History Polymers and Plastics business.industry Internet privacy Key (cryptography) Identity (social science) Business Business and International Management Yesterday ComputingMilieux_MISCELLANEOUS Industrial and Manufacturing Engineering Digital advertising
Zdroj:	Customer Needs and Solutions. 9:49-54
ISSN:	2196-2928 2196-291X
DOI:	10.1007/s40547-022-00125-4
Popis:	Yesterday's digital advertising relied on cross-website and cross-app user identity to measure, target, and optimize ads. Spurred by regulatory pressure, today's digital advertising is evolving to become more privacy protective. Apple and Google are leading this movement by sunsetting old technologies and building more privacy-centric alternatives. Marketing academics and practitioners, in turn, must learn to adapt to this new reality. We outline these new advertising approaches and their implications for advertising strategy, targeting, and measurement. We propose key questions and an agenda for researchers to help shape the privacy-centric future of digital advertising.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b28fc2938b3a67d8a82d0dc59efdc52e https://doi.org/10.1007/s40547-022-00125-4 Zobrazit plný text záznamu Full text from SpringerLink