Programmatic Advertising: “How awareness influences the users’ privacy concerns about personalized real-time advertisements online.”

  • Programmatic Advertising has been proven to cause privacy concerns amongst its recipients. Various research points out the fact that heavy use of data for personalized advertisements can have a disturbing and scaring effect on the users. This thesis takes a closer look on the privacy concerns of users and whether these concerns are connected to a lack of awareness about the topic Programmatic Advertising. Since there is a big research gap about this topic, it was essential to collect primary data. For this matter, a combination of qualitative and quantitative data-gathering has been utilized. The outcome of this research has helped to come up with managerial implications that provide advertisers with a deeper understanding about the users’ privacy concerns and whether these are linked to a lack of awareness and knowledge about Programmatic Advertising.

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Author:Tenea Köder
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/08/31
Release Date:2019/08/28
Tag:Awareness; Privacy concerns; Programmatic
Degree Program:IBM - International Business Management
Functional area:Marketing
Open Access:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG