TY - GEN
T1 - Balancing targeted delivery of content and personal freedom in the digital on-line video marketing landscape
AU - Revett, Kenneth
AU - Magalhães, Sérgio Tenreiro de
AU - Magalhães, Maria José
AU - Jahankhani, H.
N1 - Funding Information:
This work has been supported by COMPETE: POCI-01-0145-FEDER-007043 and FCT – Fundação para a Ciência e Tecnologia within the Project Scope: UID/CEC/00319/2013 (author 2).
Publisher Copyright:
© Springer International Publishing AG 2016.
PY - 2016
Y1 - 2016
N2 - With the maturation of the internet, many organizations have relied on the ubiquitous reach of the internet targeting. On average, every “consumer” is exposed to over 300 advertisements throughout a given 24 h period. What is disturbing is that we remember approximately 12 of these advertisements – a paltry 4%! A viable solution is to utilize a heuristic search for consumers, and this is where audience targeting becomes central to a successful marketing campaign. Audience targeting – tracking our activities, utilizing cookie data, and other strategies for acquiring information necessary for developing individualized consumer-centric models, has clearly engendered distrust amongst many internet consumers. In addition, bots, non-human traffic, and Malvertising all pose threats to our sense of security while on the internet. Somehow, the IT industry, working in conjunction with marketing standards boards must find a way to ensure digital marketing continues, without costing undue levels of distrust from the suer community.
AB - With the maturation of the internet, many organizations have relied on the ubiquitous reach of the internet targeting. On average, every “consumer” is exposed to over 300 advertisements throughout a given 24 h period. What is disturbing is that we remember approximately 12 of these advertisements – a paltry 4%! A viable solution is to utilize a heuristic search for consumers, and this is where audience targeting becomes central to a successful marketing campaign. Audience targeting – tracking our activities, utilizing cookie data, and other strategies for acquiring information necessary for developing individualized consumer-centric models, has clearly engendered distrust amongst many internet consumers. In addition, bots, non-human traffic, and Malvertising all pose threats to our sense of security while on the internet. Somehow, the IT industry, working in conjunction with marketing standards boards must find a way to ensure digital marketing continues, without costing undue levels of distrust from the suer community.
KW - Cookie data
KW - Digital marketing
KW - DMP
KW - Internet security
KW - Malvertising
KW - On-line video delivery
KW - Real-time bidding
UR - http://www.scopus.com/inward/record.url?scp=85010041845&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-51064-4_8
DO - 10.1007/978-3-319-51064-4_8
M3 - Conference contribution
AN - SCOPUS:85010041845
SN - 9783319510637
T3 - Communications in Computer and Information Science
SP - 96
EP - 105
BT - Global security, safety and sustainability
A2 - Jahankhani, Hamid
A2 - Sexton, Graham
A2 - Hosseinian-Far, Amin
A2 - Emm, David
A2 - Jamal, Arshad
A2 - Carlile, Alex
A2 - Brown, Guy
PB - Springer Verlag
CY - Cham
T2 - 11th International Conference on Global Security, Safety, and Sustainability, ICGS3 2017
Y2 - 18 January 2017 through 20 January 2017
ER -