In this study, we examine how marketing actors using programmatic advertising manages consumer integrity. The context of our study is the possibilities current technology entails relative to the fact that people today live in a surveillance culture. Programmatic has emerged through the possibilities of technology to increase efficiency through personalized advertising by collecting customer data. This raises the question, how do actors collecting consumer data and using programmatic advertising manage not to lose the trust of the consumer in a society where we, in various ways, are under constant surveillance? Our study is based on material collected through qualitative interviews with actors relevant to our subject who in various ways come in contact with programmatic advertising in their work. We could conclude that it is important to programmatic actors to manage the integrity issue correctly and to be transparent with their consumers, but that they do have interests which often overshadows the issue to varying degrees. We also noted that personal integrity is a complex concept which makes the issue difficult for actors to discuss and deal with in a palpable manner. The study identified the opinion of all actors that there is plenty of room to discuss the issue in to a greater extent than what is being done today.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-128789 |
| Date | January 2015 |
| Creators | Hage, Cecilia, Eklund, Zoe |
| Publisher | Linköpings universitet, Avdelningen för Kultur, samhälle, mediegestaltning – KSM, Linköpings universitet, Avdelningen för Kultur, samhälle, mediegestaltning – KSM |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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