Personalized Ads: Menace or Just Creepy?

Demis Harper

What is a Peronsalized Ad?

● Uses Personal Information● Base on Browsing History● Based on Previously Viewd Products

How Does it Work?

● Data Collection– Cookies, Browsing History, Credit Cards

● Data Mining– Statistical Analysis, Database Technology, etc

● Targeting Techniques– Personalized retargeting, Real-Time Bidding

What do “THEY” Know?

● Name, Address, Age, Purchases, etc.● Can Infer

– Likelihood of pregnancy, sexual orientation, etc.

How Did “THEY” Find Out?

● Registration Forms● Cookies! Again!● Google, Twitter, Facebook! Oh MY!● 3rd Party Data Aggregators

Why Do They Want To Know?

● Market Segmentation● Data Trending● Risk Analysis● Etc.

What Does That Mean to Me?

● New Products!● Deals and Discounts!● Subculture Support!

What Can Go Wrong?

● Identity Theft!● Important Individuals Discovering Secret X!● Incorrect Inferrence!

Should I Get My Tinfoil Hat?

● Nope.● Companies more interested in broad picture

than actual individuals

Why Am I Scared?

● Personal Fallout from results.

● Uncaring System.● Sensible Paranoia.● Epic Picture?

● Picture taken from http://images4.wikia.nocookie.net/__cb20120716045812/deadliestfiction/images/2/24/Cthulhu-rlyeh-rising.jpg

What Can We Do?

● Make the Changes We Can.● Keep Pros and Cons in Mind.● DON'T PANIC.

References● 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-online-advertisers-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.