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.
| Document Type: | Bachelor Thesis |
|---|---|
| Author: | Tenea Köder |
| URN: | https://urn:nbn:de:bsz:fn1-opus4-56487 |
| Advisor: | Lars Binckebanck |
| Language: | English |
| 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 |
| Note: | Volltext steht auf Wunsch der Autorin nicht länger zur Vefügung. |
| Degree Program: | IBM - International Business Management |
| Functional area: | Marketing |
| Licence (German): |  Urheberrechtlich geschützt |