PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST UNIVERSITY STUDENTS
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The internet over the years has developed due to the growth in technology like laptop, telephone, computer, etc. and this has made it possible to target advertising accurately to specific consumers and to use consumer information to tailor the content of advertisements to suit the changing need of consumers.
Internet Advertising Bureau (2012) defined Advertising as a form of communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.
Data Driven Advertising for internet users is the simplified resource on how their data is used to serve advertisements to their web browsers either as pop ups or by other means, where that data comes from, and how it moves through the ecosystem has been a serious issue of consideration by many computer/internet users and various researches has been carried out on this subject matter. Briggs, Rex, Nigel (1997) stated that some quarters have advocated that making use of consumer’s data helps them reach their goals, and consumers get the most from their online experiences and more profit is generated to the advertiser.
This newly found targeting ability is made possible due to immense amount of user generated data that flows through the internet, especially social networks and the sheer amount of people using these platforms per time. According to social media week.Org, it was discovered that as at January 2014 about 74% of all internet users use social networks.
Many questions go through the minds of internet users on why he/she is seeing the advertisement even though he has not given a command that could warrant that to the computer. Internet users also wonder on how the advertisers know what they like, thereby leaving them thinking on. Targeted advertising happens for good reasons in most case, some online advertisers have explained how data is used to make the web more relevant to its users and it will also be for mutual benefit (Gonzales, 2013)
When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make and the things that they interact with, allow sites to collect that data, and other factors, create a ‘profile’ that links to that visitor’s web browser. As a result, site publishers can use this data to create defined audience segments based on visitors who have similar profiles. When these visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow advertisers to position their online ads to those visitors who exhibit a greater level of interest and intent for the products and services being offered.
Lester (2013) explains that advertisers may also deliver adverts based on a user’s suspected geography through geo-targeting. A user’s IP address communicates some geographic information (at minimum, the user’s country or general region). The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations. For example, with mobile devices, advertisers can sometimes use a phone’s GPS receiver or the location of nearby mobile towers. Cookies and other persistent data on a user’s machine may provide help narrowing a user’s location further.
Good as all these are, there is an adverse effect to serving users advertisement based on what data can be gathered. The problems will be discussed more explicitly in the statement of problem.
1.2 STATEMENT OF THE PROBLEM
In recent years, the internet appears to have become an integral part of our human existence. This research therefore, intends to test the perception of students on data driven advertising in relations to how it affects invasion of privacy.
