Online advertising, data market, digital advertising, targeted advertising, GDPR, data protection, advertising agencies, Google Ads, Facebook advertising, real time bidding
Reader
Abstract
Extract
of 5
Abstract
This reading sheet analyzes online advertising, its mechanisms, and the data market, a major challenge for advertisers and advertising agencies, based on Dominique Cardon's 'Digital Culture' (2019).
Extract
[...] In short, advertising agencies recover data to analyze potential prospects for advertisers. In the online advertising system as a whole, data is a key issue, as it allows for better targeting of potential buyers for companies. Today, thanks to recent Internet innovations, there is automation of online advertising, also known as pre-programmed advertising (real time bidding). This mechanism represents more than 1/4 of online advertising. Based on user data, a robot programmed by advertisers to place the best ad banner. [...]
[...] These agencies are called data brokers or data brokers. However, the author analyzes that Google dominates this market again thanks to its technology called Google Ads. According to him, it is the most effective model for capturing data. Thanks to the keywords that the Internet enters in the search bar, there is affiliation of these words to the profiles of advertisers. The advertising ads then enter a bidding system to determine who will be able to display their advertising. This system respects 4 rules: the highest bidder wins the bid but only pays the price proposed by the one just behind him; the advertisement must resemble information and must be presented in the form of a hyperlink; the advertiser only pays Google if the Internet user clicks on the link (which gives the notion of CPC or Cost per Click); finally, the one who won the bid automatically will not necessarily be the one who will have their advertising displayed first. [...]
[...] Conclusion In sum, the excerpt highlights the dominance of global Internet actors in the structuring and progressive control of online advertising. In this system, most advertisers are dependent. This has led to the development of a data and profiling market for potential business prospects among Internet users. In Europe, this initially deregulated market now has safeguards, with the growing use of ad blockers by users and the existence of regulations requiring operators to limit their collection of private data via the Internet. Sources Cardon, D. (2019). Digital Culture. Presses de Sciences Po. Po, M. S. [...]
[...] In the excerpt under study entitled 'Online Advertising', from Chapter 5 'The Economy of Platforms', he analyzes the mechanisms of online advertising and its latest trends. In this reading sheet, it will be possible to propose three axes of analysis of this excerpt: the structuring of online advertising, followed by the analysis of the mechanisms of advertising publishing and finally to focus on the data market, a major issue for advertisers and advertising networks. I. The structuring of online advertising In this excerpt from the chapter on the economy of platforms, the author is interested in the different models of online advertising. [...]
