Carter Spearry Dr. Lindsay Hogan Survey of Mass Communication 17 April 2020
Module 3: Privacy, Piracy, and Digital Markets
GLOSSARY 1. Targeted Advertising -- advertisements that are targeted to a specific user based on background information gathered from their online activities. 2. Acxiom -- a major marketing data company that makes predictions by comparing specific people to a much larger group 3. Cookies- bits of code that websites leave on a user's computer to track what the user browses and buys 4. Real-time bidding -- a technology that allows advertisers to compete in an auction for the opportunity to send ads to individual consumers. 5. BlueKai - one of the leading online data aggregators 6. The long click -- the stream of advertising in a person's hunt for a product. "So, if you're going after shoes, for example, it isn't just the final click that caused you to do it, the final ad, the final website, the final google search, but maybe 15 different searches, having seen certain kinds of ads"- Joseph Turow in an interview with NPR 7. Personalization as Informational Determinism, aka The Filter Bubble - personalization can lead you down a road to a kind of informational determinism in which what you've clicked on in the past determines what you see next.
ANALYSIS 1. Advertisers are more interested in the ability to divide people up into smaller and smaller segments because it can lead to more efficient use of marketing funds. When advertisers are able to narrow down groups, it allows them to specifically target groups that would most likely be interested in a product or service. This leads to higher
to. Also, it is a more efficient use of time and resources than having to cast a wider net. 2. I was looking for watches over two months ago, I was on a specific website and had two of their watches in my cart. I decided not to buy the watches and now I see the two exact watches I had in my cart at least once a day on either Instagram or YouTube. 3. While I find it annoying sometimes, I would rather have ads that are tailored to me than have general ads. I like to shop online and I would rather have ads for things that I really like fiand sometimes didn't even know it yet) than have ads for retirement homes, diapers, or the new Lifetime series. ACTIVITY RESPONSES 1. Google sees that I'm an 18-24-year-old male who likes American football, soccer, PlayStation, and is an undergraduate student in a relationship. All of these things are true and the list goes on and on. For gender and age, I have it in my Google profile so I
guess I handed them that one, but other than that they look at my search history on both Chrome and YouTube. 2. The economy of Web 2.0 shows us that we are all being specifically targeted for products, services, and political campaigns. By clickin