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notes from 5-2 behavioral targeting

by: kaswimmer

notes from 5-2 behavioral targeting CDAE 127

Marketplace > University of Vermont > CDAE 127 > notes from 5 2 behavioral targeting
GPA 3.3

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About this Document

how the media trolls your cookies and how marketers use this info to target and direct selective advertisement to consumers.
Consumer Policy
Sun Tao
Class Notes
Marketing, Behavioral, Marketing- Consumer Behavior, Media, Facebook, amazong, amazon, sales, CDAE
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This 19 page Class Notes was uploaded by kaswimmer on Monday May 2, 2016. The Class Notes belongs to CDAE 127 at University of Vermont taught by Sun Tao in Spring 2016. Since its upload, it has received 17 views.


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Date Created: 05/02/16
 Online behavioral targeting, or OBT, is a direct spinoff of direct marketing. More specifically, it is a technique for delivering relevant messages to consumers by basing the messages on an analysis of the consumers’ online behavior. ( cause marketers are interested so they can target you more directly and tailor their messages to you exactly)  Form of direct marketing, database marketing, is what OBT is. Specialists can then merge the information (likes, phone number, job, consuming habits)  To accomplish this, advertisers or their agents collect information about an individual consumer’s Internet activities to gain a broad consumer profile.  Amazon does this to suggest other products for you and they can get a more defined ad shown at you The collected data include which websites the consumers visited, what search terms they used, and whether goods or services were purchased. amazon This information is at times combined with demographic and geographic data that can also be retrieved from the Web. Once analyzed, the collected information enables advertisers to deliver pertinent and targeted messages. Contextual Advertisements  Starting in March 2012, Google has put together all the information it holds about its consumers from such disparate products as cell phones, search engines, e-mail, YouTube, and so on. Browser-Based Tracking  Cookies trace where you are been and if you block them then often you may not get the data Stealth Browser-Based Tracking  Consumers often have no way of knowing that the private information about them on the Internet is being secretly collected, analyzed, and used.  Adobe photoshop does this Internet Service Provider-Based Tracking  Every computer connected to the Internet has an Internet Protocol (IP) address. This address is provided by the consumer’s Internet service provider (ISP), which keeps log files that record every single move on the Internet. These log data provide information about who—the unique IP address—visited which pages at what time (Drost 2009)  Further, the consumer cannot defeat this system by simply switching browsers or even switching computers (Topolski 2008). Transparency and consumer control FTC As the FTC’s policies are evolving, its “Do Not Track” idea continues to gain traction. The agency testified to Congress in 2011 on the merits of its proposal, as well as noting that many private stakeholders are already implementing the idea voluntarily (Federal Trade Commission 2011).  WE DIDN’T GET TO THE REST OF THE NOTES FOR THIS LECTURE SO THE REMAINS ARE UN EDITED From 2001 to 2009, the agency “brought twenty-three actions against companies that allegedly failed to provide reasonable protections for sensitive consumer information in both online and offline settings” (Federal Trade Commission 2009, 5).  …financial data, data about children, health information, precise geographic location and Social Security numbers Specifically the agency is empowered to conduct these actions under the Federal Trade Commission Act (FTCA) Section 5(a). This law provides that the commission has authority to “prevent unfair methods of competition, and unfair and deceptive acts or practices in or affecting interstate commerce” (Federal Trade Commission Act 2009). Full disclosure—that is, all the relevant information is provided and all information given is accurate—does not satisfy the moral duty of truth telling as long as companies, purposefully or not, present the information in a way that is unclear to most consumers. However, unbeknownst to most consumers, the “free” website might not charge money but will collect information about the consumer. Therefore, the website really is not providing information for free since it requires the consumer to provide information in return for visiting the site. Consumers who are unaware that their information is being collected—most consumers are not aware of the breadth and depth of OBT (Milne et al. 2008; Turow et al. 2008; McDonald and Cranor 2009)—might base their preference for “free” websites over pay sites on wrong assumptions.  Similarly, while most Web browsers provide consumers with the theoretical option to reject tracking cookies, once this option is exercised, the websites often cannot be visited anymore or are not fully functional. That is, consumers would be in a position to directly trade their personal information for money or other benefits. The advantage of this approach is that consumers would be more in control of which of their data are being collected and how these are being used.


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