Ethical Online Personalized Advertising: Balancing Data Use and Consumer Transparency
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Online personalized advertising, customer data usage, data protection, targeted advertising, digital marketing
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Abstract
Unlock the Power of Personalized Advertising: Balancing Targeted Marketing with Ethical Data Use. Discover how companies can leverage customer data to create effective online advertising while addressing growing concerns around data privacy and transparency. Learn about innovative solutions that support a sustainable online advertising model, ensuring a better user experience through informed consent and robust data protection. Explore the future of digital marketing where personalized advertising coexists with respect for user privacy.
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[...] However, this still requires investments in online advertising in technology and means of using digital media, creative choices, and especially customer data. In fact, the investments made by companies in online advertising materials must be profitable. The means used for online advertising must therefore prove to be effective from a commercial profit perspective that results from the client's buying behavior. Although the issue of personalized advertising is to improve the brand's notoriety and significantly increase sales, it often happens that the client's privacy and business ethics are respected through the measures adopted by online advertising. [...]
[...] The interest in personalization in online advertising stems from the impact of customer purchases. In fact, thanks to Strycharz's research (2019), it has been demonstrated that personalization improves communication and understanding between consumers and brands. Although the viewpoints of brands and companies differ, personalized advertising techniques seem to contribute to better communication between companies and clients. « Taylor, Davis and Jillapalli (2009) pointed out that personalizing online interactions improves customer relationships and increases word-of-mouth and purchase intent. On the other hand, the use of personal data raises concerns about privacy, which negatively affects consumer behavior. [...]
[...] Exaggeration in fake vs. authentic online reviews for luxury and budget hotels. International Journal Of Information Management https://doi.org/10.1016/j.ijinfomgt.2021.102416 Barasz,K, Kim, John,L(2018). For Ads That Don't Push the Envelope. https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://www.hbrfrance.fr/magazine/2018/07/20725-pour-des-publicites-qui-ne-depassent-pas-des-bornes/&ved=2ahUKEwjJyILnsPGCAxVxTKQEHUUABp4QFnoECBIQAQ&usg=AOvVaw01TRzWNYC3Ykf95IqgJoSF. BENITO N. (2006). The management of the client relationship, Edition DUNOD. [...]
[...] All the studies carried out are evolving more and more with the sole objective of finding new techniques, new processes in order to guide the strategies of companies in order to be able to conquer and confirm a sufficient level of market share in order to see them sustain themselves in their sector and in order to remain competitive. However, in this era of digitalization of advertising, ethical questions are emerging regarding the exploitation of customer data and its effects. [...]
[...] To ensure that all techniques and tools used in the development of personalized advertising are effective, several processes are possible, primarily the collection and analysis of user data. This is made possible by the development of artificial intelligence tools that are increasingly used by companies in the processing and exploitation of customer data. Due to new business habits, companies have been able to adapt to digital innovations in order to adapt online advertising to meet the consumption needs of their clients in the face of new digital communication tools. [...]
