Automatiserad annonsering på internet: Hur aktörer inom programmatic hanterar konsumentens integritet
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Automated advertising on the Internet : How users of programmatic manages consumer integrity (English)
In this study, we examine how marketing actors using programmatic advertising manages consumer integrity. The context of our study is the possibilities current technology entails relative to the fact that people today live in a surveillance culture. Programmatic has emerged through the possibilities of technology to increase efficiency through personalized advertising by collecting customer data. This raises the question, how do actors collecting consumer data and using programmatic advertising manage not to lose the trust of the consumer in a society where we, in various ways, are under constant surveillance?
Our study is based on material collected through qualitative interviews with actors relevant to our subject who in various ways come in contact with programmatic advertising in their work.
We could conclude that it is important to programmatic actors to manage the integrity issue correctly and to be transparent with their consumers, but that they do have interests which often overshadows the issue to varying degrees. We also noted that personal integrity is a complex concept which makes the issue difficult for actors to discuss and deal with in a palpable manner. The study identified the opinion of all actors that there is plenty of room to discuss the issue in to a greater extent than what is being done today.
Place, publisher, year, edition, pages
2015. , 53 p.
transparens, integritet, marknadsföring, övervakning, övervakningssamhälle, automatisering, annonsering, individualisering
Media and Communications
IdentifiersURN: urn:nbn:se:liu:diva-128789ISRN: LIU-ISAK/KSM-G--16/06--SEOAI: oai:DiVA.org:liu-128789DiVA: diva2:931866
Subject / course
Culture, Society and Media Production, C-level
2016-01-14, KH446, Korsgatan 3, Norrköping, 09:15 (Swedish)
Forstorp, Per-Anders, Biträdande professor
Grandin, Ingemar, Universitetslektor