TRAP: Using Targeted ads to unveil Google personal profiles

Conti, Mauro; Cozza, Vittoria; Petrocchi, Marinella; Spognardi, Angelo

doi:10.1109/wifs.2015.7368607

Cited by 7 publications

(5 citation statements)

References 14 publications

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“…Targeting enables advertisers to specify the type of audience they want to reach (Conti et al, 2015). The concept of targeting originates from customized personalization, which is defined as a practice "based on the desire to assist the customer in attaining the best possible form of the service offering for his or her needs" (Surprenant and Solomon, 1987, p. 89).…”

Section: Theoretical Background and Hypotheses Development Defining Targeting And Behavioral Targetingmentioning

confidence: 99%

Targeting the luxury consumer

Hudders

Cauberghe

2017

JFMM

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Purpose Behavioral targeting has become a popular marketing strategy among brands as it enables advertisers to display ads to consumers based on their previous surfing behaviors. The purpose of this paper is to investigate the effectiveness of behaviorally targeted ads for luxury brands and to explore how and when behavioral targeting works. Design/methodology/approach A 2 (targeted vs non-targeted ads) ×2 (culture: China vs the Netherlands) between-subjects factorial design is conducted to test the hypothesis. Findings The result reveals that as for luxury brands, behavioral targeting can shorten the psychological distance and in turn lead to a more positive attitude toward the ad. However, the effect of behavioral targeting depends on the culture. In the Netherlands, behavioral targeting can enhance the attitude toward the ad by lowering the psychological distance. However, in China, these effects are mitigated. Practical implications This study contributes to the research of online luxury marketing. First, luxury brands should adapt their marketing strategy to different regional markets. In addition, luxury marketers should not worry about a shorter distance with consumers caused by the use of internet. A shorter distance does not mean to reduce an aura of mystery, but to build up a closer relationship with consumers. Luxury brands are not necessary to be aloof and supercilious like an indifferent robot. A closer relationship with consumers brings more positive effects. Originality/value The current research makes important contributions both to the scientific literature and to the luxury industry. First, this research reveals the effectiveness and underlying mechanisms of behavioral targeting for luxury brands and also compares the effectiveness of behavioral targeting in two cultures, which contributes to the current cross-cultural studies and international marketing research. Second, this study also helps luxury marketers to realize the importance of behavioral targeting and to know how and when they can use this new marketing strategy in a global environment.

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Section: Theoretical Background and Hypotheses Development Defining Targeting And Behavioral Targetingmentioning

confidence: 99%

Targeting the luxury consumer

Hudders

Cauberghe

2017

JFMM

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“…Some examples of privacy concerns with personal profiles include targeted ads that infer personal information from Google personal profiles (see Table 2). Conti and colleagues [5] discuss significant privacy issues with such targeted advertising services. Privacy issues include privacy violations when the user's data are gleaned from targeted ads and connected with navigation behavior.…”

Section: Privacy Issuesmentioning

confidence: 99%

“…To alleviate privacy concerns, there are some privacy preserving ad systems which present targeted ads where users cannot be tracked by ad networks. Two examples include Privad and Adnostic, were the users' information stays client side and ads are selected locally [5].…”

Section: Privacy Issuesmentioning

confidence: 99%

A Review of Personal Profile Features in Personalized Learning Systems

Lapointe

Kondratova

Molyneaux

et al. 2017

Advances in Intelligent Systems and Computing

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This paper reviews literature, market reports and commercial sites in order to identify features of personal profiles. This is a preparatory step in the development of a personalized learning environment. Results indicate that several features can be included as long as they relate to use cases. We also found that privacy concerns might arise when dealing with personal profiles and measures should be taken to ensure compliance with policies and legislation on the topic and to avoid the risk of alienating users.

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“…This can be accomplished with a banner desig. Several companies employ Google Display Network Services (Conti et al, 2015) and Facebook Advertisements (Curran et al, 2011) alongside analytics to determine banner impressions, CTR, and E.T.C. In addition, analytics track the effectiveness of banners.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Online Banner Design within Instagram to the Purchase Intention of Consumers

Ekaputra

Sundjaja

2023

ISS

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Background: Indonesia is infected with COVID-19 in late 2019. Due of the virus's spreading nature, people are likely to reduce direct social interaction and purchase goods, items, and daily requirements online via social media, E-commerce, and Mobile Apps. While the prospect of a global pandemic is horrifying, it may be a chance for businesses to entice customers with visual banner ads on platforms like Instagram. Aim: The purpose of the following paper is to discuss the significance of the utilization of visual design (Online Banners), in addition to the significance of some other aspects, such as the credibility of the advertisement, the message appeal, and the interactivity within the context of online banner design, in terms of shaping and convincing the user's or consumer's intention to make a purchase during an online transaction. Method: The researchers used the quantitative approach. The respondents will be divided into one of four categories using probability sampling. Findings: Customers' purchase intentions on Instagram, one of the most popular social media platforms, are directly impacted by Online Advertising Visual Design. This is discovered through the mediation of Attitude Towards Advertising, which is an important aspect of advertising.

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TRAP: Using Targeted ads to unveil Google personal profiles

Cited by 7 publications

References 14 publications

Targeting the luxury consumer

Targeting the luxury consumer

A Review of Personal Profile Features in Personalized Learning Systems

The Effect of Online Banner Design within Instagram to the Purchase Intention of Consumers

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