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    Big Data Gets Personal Behavioral Targeting

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    Jojis Joseph
    Behavioral tracking allows companies to target advertisements more efficiently by analyzing users' browsing histories and preferences. While this benefits advertisers and businesses through more effective ads and increased profits, it also raises privacy concerns for users. If behavioral tracking did not exist, advertising would be less targeted and efficient, but users would have greater privacy online without companies collecting data about their internet activities. Both businesses and users see some advantages and disadvantages to behavioral tracking.

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    Big Data Gets Personal Behavioral Targeting

    Uploaded by

    Jojis Joseph
    85 views5 pages
    Behavioral tracking allows companies to target advertisements more efficiently by analyzing users' browsing histories and preferences. While this benefits advertisers and businesses through more effective ads and increased profits, it also raises privacy concerns for users. If behavioral tracking did not exist, advertising would be less targeted and efficient, but users would have greater privacy online without companies collecting data about their internet activities. Both businesses and users see some advantages and disadvantages to behavioral tracking.

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    BIG DATA GETS PERSONAL BEHAVIORAL TARGETING

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    Behavioral tracking allows companies to target advertisements more efficiently by analyzing users' browsing histories and preferences. While this benefits advertisers and businesses through more effective ads and increased profits, it also raises privacy concerns for users. If behavioral tracking did not exist, advertising would be less targeted and efficient, but users would have greater privacy online without companies collecting data about their internet activities. Both businesses and users see some advantages and disadvantages to behavioral tracking.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    85 views5 pages

    Big Data Gets Personal Behavioral Targeting

    Uploaded by

    Jojis Joseph
    Behavioral tracking allows companies to target advertisements more efficiently by analyzing users' browsing histories and preferences. While this benefits advertisers and businesses through more effective ads and increased profits, it also raises privacy concerns for users. If behavioral tracking did not exist, advertising would be less targeted and efficient, but users would have greater privacy online without companies collecting data about their internet activities. Both businesses and users see some advantages and disadvantages to behavioral tracking.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 5

    BIG DATA GETS PERSONAL

    BEHAVIORAL TARGETING
    CASE STUDY QUESTIONS
    Q1: Why is behavioral tracking such an important ethical dilemma today?
    Identify the stakeholders and interest groups in favor of and opposed to
    behavioral tracking.
    The technology advancement can be double-edged sword.
    It brings benefits and opportunities to some of the users but it also bringing
    troubles to some of the users. The web has created new opportunities and
    challenges regarding privacy issues.

    Stakeholders in favor of behavioral tracking include:


    - Advertisers and Marketers
    - Individual Web Sites and companies whose business is identifying
    and tracking the internet users and preferences in order to provide
    higher quality service, e.g. Google, Facebook and so on.
    - Law enforcement agencies
    Q2:How do businesses benefit from behavioral tracking? Do people Benefit?
    Explain your answer
    Benefits to Businesses:
    Behavioral tracking have a huge impact on the businesses nowadays. Before
    the behavioral tracking comes into play, the advertising fee was costly and it was
    not delivered to the right audiences sometimes because it was shown to everyone
    but not the targeted audiences, the advertisement was not effective, so the profit
    was not boosted effectively. After the existence of the behavioral tracking, the
    companies are able to predict what the customers want and what are they looking
    for and so they could advertise on the web page that the customer always visit.
    This helps the advertisement to be more effective and it helps to boost the
    company’s profit.

    Benefits to people
    Behavioral tracking is not only benefiting the business but also to
    people. For instances, imagine if we are looking for a phone, and we will keep
    surfing the web to get information about the phone and it features. Therefore, when
    the web captured our surfing history and track our preference, it will have many
    pop-up advertisement which is related to the phone we are looking. Hence, it helps
    to save our time to search on our but we could just click on the pop-up
    advertisement.
    Q3:What would happen if there were no behavioral tracking on the
    internet?
    Firstly, if there is no behavioral tracking on the
    internet, the online advertising job will be done in a less efficient
    way, it might operate mush like the advertisement in newspaper,
    magazines and television as is will be more broad-based instead of
    spreading to the right and targeted audiences. So it might be less
    efficient and to able to boost up the company’s profit in short time.
    Secondly, If there is no behavioral, the internet would provide more
    privacy for the users. There will be lesser chances for the internet to
    dig the data of the users by looking at their web surfing history.

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