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AN APPLICATION OF COOKIES FOR BEHAVIORAL ADVERTISING

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Cookies

  1. 1. Cookies AN APPLICATION OF COOKIES FOR BEHAVIOURAL ADVERTISING FAN SHI ID: 27743225 MA: Global Media Management Course: Design one Digital Presentation: Filloux (2012) Reputation UK ( 2016)
  2. 2. An application of cookies for behavioural advertising  “Cookies” is a small text file placed by websites to tracking the behaviour of users, aiming for tailored adverting to the target audience. (Chen and Stallaert, 2014)  “Behavioural targeting” is the professional term of those tailored adverting, it has been used for different advertising formats on the Internet. (McStay, 2012)
  3. 3. This is a usually way we can see the cookies coming in our computer.
  4. 4. Marketing and branding  https://www.youtube.com/watch?v=960ptyTHpFg  https://www.youtube.com/watch?v=QGwF5BLciJI DoubleClick is a web advertising company who works for behavioral advertising
  5. 5. The target clients of DoubleClick are mainly businesses, it explains why advertisements of DoubleClick are not frequently seen in people's daily lives. it did not beg for ley hype, DoubleClick would rather to keep users in the dark about what it is doing. (Pariser, 2011) DoubleClick by Google (2016)
  6. 6. Technological Affordances  ‘Transaction Log Analysis’  ‘search log’  ‘transaction logs’  ‘Cookies ‘ Methods of collecting the public information (Halavais, 2009) Compare with other way, cookies is the best way to tracking users. DoubleClick is the web company utilizing the cookies based on Google. (Halavais, 2009)
  7. 7. User Experience Users of DoubleClick Businesses Danilo Mangini (Media Manager for Netshoes) Christine Tan (manager of Performics company) Gareth Mulyran, (Chief executive officer of SE Asia at Zenith Optimedia) The public Benefit from the behavioural advertising Worry about the private information are divulged DoubleClick by Google, (2016)
  8. 8. Themes and arguments  The development of internet lead a fragment marketing, as a result, it is very difficult to find out the target audiences (Lister, 2009).  media fragmentation is a main reason for the prosperous web advertising company develop. (Rust and Oliver, 1994)  The important thing is the use of cookies also brings about the risk of leaking privacy.The public concern about the control of cookies violate users' private data and the way to process such personal data.  the introduction of the cookies try to justify itself in the eyes of both the business and the public (McStay, 2012).
  9. 9. References:  Chen, J. and Stallaert, J. (2014). An Economic Analysis of Online Advertising Using Behavioral Targeting. SSRN Electronic Journal.  DoubleClick (2016). DoubleClick Search and AdWords Enhanced Campaigns. [online] YouTube. Available at: https://www.youtube.com/watch?v=960ptyTHpFg [Accessed 10 Jan. 2016].  DoubleClick by Google, (2016). DoubleClick by Google. [online] Available at: https://www.doubleclickbygoogle.com [Accessed 10 Jan. 2016].  Filloux, F. (2012). Pro (advertising) choice. [online] the Guardian. Available at: http://www.theguardian.com/technology/2012/jun/12/behavioral-advertising-cookies [Accessed 12 Jan. 2016].  Halavais, A. (2009). Search engine society. Cambridge: Polity.  Lister, M. (2009). “New media and new technologies” New media: a critical introduction. London: Routledge, pp9-44.  McStay, A. (2012). I consent: An analysis of the Cookie Directive and its implications for UK behavioral advertising. New Media & Society, 15(4), pp.596-611.  Rust, R. and Oliver, R. (1994). The Death of Advertising. Journal of Advertising, 23(4), pp.71-77.  Reputation UK, (2016). The Reputation Blog - Reputation.com. [online] Available at: http://uk.reputation.com/blog/ [Accessed 12 Jan. 2016].

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