Sökning: "personalized online advertising"

Visar resultat 6 - 10 av 27 uppsatser innehållade orden personalized online advertising.

  1. 6. Programmatic Advertising : Effective marketing strategy or invasion of privacy - A study of consumer attitudes towards Programmatic Advertising

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Endi Bolkvadze; Rebecka Ekblad; [2022]
    Nyckelord :Online marketing; Programmatic Advertising; Personalization; The Personalization-privacy paradox; The privacy calculus theory; The utility maximization theory; Personalized ads;

    Sammanfattning : Digital marketing is constantly adapting and evolving in line with technological advances. One of these advances is the digitalization, which has given rise to Programmatic Advertising (PA). In order to practice PA, the companies need to collect data about consumers' preferences and personal interests. LÄS MER

  3. 7. Apples iOS 14.5 uppdatering - Hur påverkades B2C-företagens digitala marknadsföring? : En kvalitativ studie om dataregleringars effekter på digital marknadsföring.

    Kandidat-uppsats, Högskolan i Gävle/Företagsekonomi

    Författare :Babak Naghibi; Malin Rosenqvist; [2022]
    Nyckelord :Digital marketing; data regulation; online behavioral advertising OBA ; personalized ads.;

    Sammanfattning : Syfte: Syftet med studien är att undersöka hur regleringar av insamling av kunddata påverkar B2C-företagens digitala marknadsföring, vilka konsekvenser som uppstår, samt hur denna förändring hanterats.  Metod: Studien är baserad på en kvalitativ metod. LÄS MER

  4. 8. “What is collected, how much, and what is it used for?” : A comparative qualitative interview study of different media generations' perceptions and attitudes towards data surveillance on digital media platforms.

    Kandidat-uppsats, Karlstads universitet

    Författare :Nelly Norberg; Petrovic Maja; [2022]
    Nyckelord :Data Surveillance; Privacy Concerns; Targeted Advertising; Attitudes; Digital Natives; Digital Immigrants; Mistrust; Awareness; Knowledge; Focus group interviews; Dataövervakning; Integritetsfrågor; Riktad reklam; Attityder; Digital natives; Digital immigrants; Misstro; Medvetenhet; Kunskap; Fokusgruppsintervjuer;

    Sammanfattning : As digitalization and technology has quickly advanced over the recent years, marketers are becoming increasingly reliant on collecting user data, and targeted advertising has therefore come to be viewed as a form of data surveillance. Due to marketers' ability to analyze online behavior and target consumers with personalized advertising, users are becoming more concerned about their online privacy. LÄS MER

  5. 9. Personalized Marketing - A study examining factors influencing millennials’ intention to act upon personalized advertisements on Facebook

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lovisa Svensson; Lorenzo Dirksz; [2021]
    Nyckelord :Personalized Marketing; Personalized Advertisements; Millennials; Facebook; Positive Attitude; Hedonic Motivation; Trust; Past Experience; Advertising Attributes; Intention to Act; Business and Economics;

    Sammanfattning : Purpose: The fundamental aim of this thesis is to investigate how strongly the Personalized Marketing (PM) factors identified in previous literature correlate with millennials’, aged 24 to 40, intention to act upon personalized advertisements on Facebook. Thereafter, the goal was to compare the extent to which the outcomes varied depending on millennials' age group and gender. LÄS MER

  7. 10. Profile based evaluation of what different browsers and browser extensions may be able to learn about a user

    Kandidat-uppsats, Linköpings universitet/Institutionen för datavetenskap

    Författare :Sofia Bertmar; Johanna Gerhardsen; [2021]
    Nyckelord :;

    Sammanfattning : Information leakage online has become a marketplace where companies can profile users to gain revenue from personalized advertising. This thesis offers a deeper analysis into what part the browsers Chrome and Firefox play in this targeted advertising. LÄS MER