Due to technological advancements, an increasing number of messages are personalized through different sophisticated techniques, such as online behavioural advertising (OBA) and synced advertising ...(SA). Considering the increasing number of different types of personalization strategies that can be applied for personalization, the question rises whether consumer perceptions of these strategies differ when it comes to their knowledge about, and their perceived benefits and costs of these personalization strategies. A US national survey (N = 1,008) examined knowledge, benefits, and costs of OBA and SA. Whereas OBA has been extensively studied in the past, SA is a novel personalization strategy. Therefore, the current study updated what we know about OBA, provided new insights on SA, and was able to directly compare the two in terms of knowledge and perceptions. The results showed that consumers know more about online behavioural advertising than synced advertising. Furthermore, coding of open-ended questions provided further insights into perceived benefits and costs of the personalization strategies. Personal relevance and added advertising value were the most prevalent perceived benefits and privacy concerns are the most often prevalent perceived cost. The results inform the advertising industry, advertising literacy programs, and encourage ethical debates about the use of personalization strategies.
Online Behavioural Advertising (OBA) is a marketing technique of providing personalized advertisements to targeted customers, because it involves personal data collection that consumers feel ...privacy-conscious. This study aims to establish interlinkages between the knowledge about OBA, privacy concerns, customer atitude and OBA acceptance in the context of Indian consumers. Based on literature review, it was identified that the knowledge about OBA and privacy concerns are the two consumer-controlled factors. A study framework was developed to guide the study based on literture review. With the help of an online survey, a sample of 104 responses was collected and the results were identified with equal number of males and females. The results suggest that increasing the knowledge about OBA with reduction in the privacy concerns is the need of the hour. Marketers and other stakeholders must work to increase the knowledge about OBA among consumers. Reducing the privacy concerns could increase the positive attitude towards OBA. This will further increase the chances of OBA acceptance. The observations of the current study could be used by future researchers as well as by marketers while formulating their policies involving targeting advertising.
Purpose: The present research intended to find whether the technology readiness motivators, Optimism, and innovativeness, impact the user's intention to accept Online Behavioural Advertising (OBA), ...an area that requires additional research.
Theoretical framework: Even though these personalized advertisements provide an enhanced user experience, they provide users with advertisements based on their online surfing behavior, and unfortunately, at the same time, it also creates privacy concerns. At the same time, Privacy Calculus Theory (PCT) is considered an appropriate theory when it comes to a rational benefits-costs assessment of the privacy-centred decision-making by internet users.
Design/Methodology: Based on an extensive literature review, a conceptual model is being proposed, and a scenario-based questionnaire was developed and pursued on internet users' experience of the subject matter. Six hundred ten valid responses were received, and PLS-SEM was used to analyze the results.
Findings: The results show that Optimism and innovativeness have a direct and indirect effect on the intention to accept Online Behavioural Advertising (OBA). Technology readiness Motivators have a detrimental impact on the intention to accept OBA.
Research, Practical and Social implications: Based on our findings, we may be able to gain a deeper understanding of the theory behind targeted, data-driven digital advertising and the way in which it pertains to online shopping. Presented here is evidence to support the theory that the predisposition of users toward new technology could be the reason for users ranking perceived benefits higher than risk.
Originality/Value: This study attributes original work in the sense that it is the first time that an individual’s predisposition towards technology has been taken into consideration while analysing the acceptance of OBA grounded on the Privacy Calculus framework.
Mobile devices have become ingrained in people's lives. They facilitate data collection and are often combined with other media simultaneously. Synced advertising is a new strategy in this hybrid ...media environment that makes use of personalized advertising based on people's current media use. Despite its frequent use in the industry, work is needed to understand how this mobile message strategy works. First, this article conceptualizes the phenomenon of synced advertising and describes a set of implications for theory and practice. Second, the article reviews and synthesizes existing theories in related fields. Finally, the article builds on these theories by formulating propositions to guide future research. The work is relevant to different domains, such as advertising, health communication, and political communication.
Big data mining and analysis technology greatly influence the development of the advertising industry. In order to capture large information on consumers' online behaviour, cookie files and Hadoop ...are widely adopted by advertisers to reach targeted consumers, which leads to online behavioural advertising. Based on an empirical study, this research mainly analyzes the factors influencing customers' acceptance intention towards OBA from developing a conceptual framework. By collecting data through questionnaires and using SPSS and AMOS for data analysis, the result indicates that the factors of performance expectancy, effort expectancy, social influence and facilitating conditions have a positive relationship with customer acceptance intention. Moreover, performance expectancy, effort expectancy, and facilitating conditions have a positive relationship with attitudes towards OBA. However, attitudes do not positively impact customer acceptance intention and social influence has no significant relationship with attitudes, which could attribute to privacy concern and the rising of personality consciousness respectively. The result of this study is of great significance to the way of improving advertising effectiveness.
Online Behavioural Advertising (OBA) enables promotion companies to effectively target users with ads that best satisfy their purchasing needs. This is highly beneficial for both vendors and ...publishers who are the owners of the advertising platforms, such as websites and app developers, but at the same time creates a serious privacy threat for users who expose their consumer interests. In this paper, we categorize the available ad-distribution methods and identify their limitations in terms of security, privacy, targeting effectiveness and practicality. We contribute our own system, which utilizes opportunistic networking in order to distribute targeted adverts within a social network. We improve upon previous work by eliminating the need for trust among the users (network nodes) while at the same time achieving low memory and bandwidth overhead, which are inherent problems of many opportunistic networks. Our protocol accomplishes this by identifying similarities between the consumer interests of users and then allows them to share access to the same adverts, which need to be downloaded only once. Although the same ads may be viewed by multiple users, privacy is preserved as the users do not learn each other’s advertising interests. An additional contribution is that malicious users cannot alter the ads in order to spread malicious content, and also, they cannot launch impersonation attacks.
Information about millions of people is collected for behavioural targeting, a type of marketing that involves tracking people's online behaviour for targeted advertising. It is hotly debated whether ...data protection law applies to behavioural targeting. Many behavioural targeting companies say that, as long as they do not tie names to data they hold about individuals, they do not process any personal data, and that, therefore, data protection law does not apply to them. European Data Protection Authorities, however, take the view that a company processes personal data if it uses data to single out a person, even if it cannot tie a name to these data. This paper argues that data protection law should indeed apply to behavioural targeting. Companies can often tie a name to nameless data about individuals. Furthermore, behavioural targeting relies on collecting information about individuals, singling out individuals, and targeting ads to individuals. Many privacy risks remain, regardless of whether companies tie a name to the information they hold about a person. A name is merely one of the identifiers that can be tied to data about a person, and it is not even the most practical identifier for behavioural targeting. Seeing data used to single out a person as personal data fits the rationale for data protection law: protecting fairness and privacy.
In digital environment nowadays, data about Internet usage can be used to tailor content and advertisements to users’ interests. Interactive advertising allows customers to become more involved ...because they initiate most of the action. Social media allows customers and prospects to communicate directly to the brand representative or about the brand with their friends. Experiences during this interaction will drive brand attitudes. Since online behavioural advertising uses a targeted approach and the advertisement of the retailer is directed to the most appropriate and interested consumer and online retailers interact with online consumers for their transactions, online behavioural advertising becomes a very important tool especially for online retailers. However, online behavioural advertising programs through social media, which target consumers based on their interests and preferences, still raises debate concerning consumer privacy interests in connection with business data collection, transfer and use. This article aims to explain the influence of online behavioural advertising (OBA) on attitude and their purchase intention. This type of research is explanatory with quantitative approach. Facebook as one of the popular social media was chosen as the research site. Population in this research are Facebook users in Indonesia who have seen impression of OBA aged above 18 years old and ever conducted online shopping in past six months. The sample used in this research was 145 people chosen with purposive sampling technique. Self-administered questionnaire via online was employed as data collection methods in this research. The result of path analysis shows that OBA significantly influences the attitude, OBA significantly influences the purchase intention, and attitude significantly influences the purchase intention. Based on the research’s result it was suggested that users’ privacy should be considered carefully especially related to the tracking and profiling for OBA purpose, the display of OBA must be improved to attract attention and reach high click-through-rate.
Before Brexit, the UK could manage the national market competition under the implementation of EU competition law. At the same time, the UK competition regime contributed to the modernisation of EU ...competition law, which is the shift from the form-based approach to the effects-based approach. Since the UK left the EU, the UK Competition and Markets Authority (CMA) has shown its efforts to develop its competition law and policy on the digital economy, which indicates its independence from the EU competition regime. In particular, the CMA has published a number of reports of market study, including ‘Online platforms and digital advertising’ in July 2020. Moreover, the CMA has opened an investigation into Google’s Privacy Sandbox that has the proposals to remove third party cookies and other functionalities from Google’s Chrome browser. In effect, the European Commission also announced its investigation on the similar case. Therefore, it is meaningful to discuss the CMA’s approach to the digital advertising, which will be useful when we compare it with the EU’s approach. Then, it would be possible to find a level of convergence between the UK and the EU in competition law enforcements in the digital sector.
In particular, the recent discussions on the business models in the ad tech become important. Since the German Facebook case, critics have asserted that the infringement of privacy should be regarded as an exploitative abuse. On the contrary, Google’s Privacy Sandbox plan aims to protect privacy (i.e., to avoid any possible exploitative abuse or data protection rule), but competition authorities, including the CMA, consider this privacy protection policy as an exclusionary abuse. In effect, Privacy Sandbox may be necessary from data protection regulation perspectives. The application of competition law to Privacy Sandbox may conflict with the rule of data protection law. In sum, there are notably complex conflicts and overlaps between the objectives of an exploitative abuse rule and an exclusionary abuse rule and between competition law and data protection law. This can be regarded as a ‘privacy protection paradox’. Moreover, the complicated framework in the ad tech of open display advertising market has brought discussions on the foreclosure by large gatekeepers in the vertically integrated structure. This issue involves the case of Privacy Sandbox.
Lastly, it is also important to discuss the future of UK competition regime. The concept of Ordoliberalism, which heavily affects the formalistic approaches in unilateral conducts, continues to influence the development of EU competition law and policy. The idea of social market economy, relating to Ordoliberalism, is clarified in Article 3 of the Treaty on the European Union as an important value and goal of the EU. However, the UK does not have to accept these notions in the implementation of competition rules as the regime left the EU. Whether the UK competition regime continues to accept the concept of special responsibility that is from Ordoliberalism and social market economy will be one of the important topics after Brexit. This article aims to discuss the CMA’s recent approaches to the digital advertising sector, focusing on the Privacy Sandbox, thereby forecast further developments of the UK competition regime.
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