Personalized Ads: Menace or Just
Creepy?
Demis Harper
What is a Peronsalized Ad?
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Uses Personal Information
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Base on Browsing History
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Based on Previously Viewd Products
How Does it Work?
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Data Collection
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Data Mining
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Cookies, Browsing History, Credit Cards
Statistical Analysis, Database Technology, etc
Targeting Techniques
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Personalized retargeting, Real-Time Bidding
What do “THEY” Know?
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Name, Address, Age, Purchases, etc.
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Can Infer
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Likelihood of pregnancy, sexual orientation, etc.
How Did “THEY” Find Out?
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Registration Forms
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Cookies! Again!
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Google, Twitter, Facebook! Oh MY!
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3rd Party Data Aggregators
Why Do They Want To Know?
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Market Segmentation
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Data Trending
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Risk Analysis
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Etc.
What Does That Mean to Me?
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New Products!
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Deals and Discounts!
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Subculture Support!
What Can Go Wrong?
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Identity Theft!
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Important Individuals Discovering Secret X!
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Incorrect Inferrence!
Should I Get My Tinfoil Hat?
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Nope.
Companies more interested in broad picture than
actual individuals
Why Am I Scared?
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Personal Fallout from
results.
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Uncaring System.
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Sensible Paranoia.
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Epic Picture?
Picture taken from
http://images4.wikia.nocookie.net/__cb20120716045812/deadliestfiction/i
mages/2/24/Cthulhu-rlyeh-rising.jpg
What Can We Do?
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Make the Changes We Can.
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Keep Pros and Cons in Mind.
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DON'T PANIC.
References
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Criteo (2013) Major Electronics Brand Includes Personalized Retargeting to Optimize Customer Online Shopping Experience Renowned
Consumer Electronics E-retailer Expands Online Marketing Program Beyond SEM. [e-book] Citero. p.1. Available through:
http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf
http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf [Accessed: 4/22/2013].
Crowdscience.com (2011) What is Real-Time Bidding (RTB)? | Crowd Science. [online] Available at:
http://www.crowdscience.com/2011/07/what-is-real-time-bidding-rtb/ [Accessed: 22 Apr 2013].
Greengard, S. (2012) Advertising Gets Personal. communications of the acm, 55 (8), p.18-20.
Nytimes.com (2013) Log In - The New York Times. [online] Available at: http://www.nytimes.com/2012/12/02/magazine/who-do-onlineadvertisers-think-you-are.html?pagewanted=all&_r=0 [Accessed: 22 Apr 2013].
Payne, D. and Trumbach, C. (2009) Data mining: proprietary rights, people and proposals. Business Ethics: A European Review, 18 (3),
p.241-251.
Wordclick.blogspot.com (2012) wordclick: Personalized retargeting vs. Behavioral retargeting. [online] Available at:
http://wordclick.blogspot.com/2012/06/personalized-retargeting-vs-behavioral.html [Accessed: 22 Apr 2013].
Yu, H. and Cude, B. (2009) Possible Disparities in Consumers’ Perceptions Toward Personalized Advertising Caused by Cultural
Differences: U.S. and Korea. Journal of International Consumer Marketing, (21), p.251-266.
Yu, H. and Cude, B. (2009) ‘Hello, Mrs. Sarah Jones! We recommend this product!’ Consumers’ perceptions about personalized
advertising: comparisons across advertisements delivered via three different types of media. International Journal of Consumer Studies,
(33), p.503-512.