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 – ● Data Mining – ● Cookies, Browsing History, Credit Cards 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/i mages/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-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.