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Spletno vedenjsko oglaševanje v Sloveniji z vidika uporabnikov na primeru Googla: poznavanje, (ne)sprejemanje in etični vidiki
Pečnik, Aleša (Author), Golob Podnar, Urška (Mentor) More about this mentor... This link opens in a new window

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Abstract
Spletno vedenjsko oglaševanje je ena izmed oblik oglaševanja, ki omogoča prikazovanje posamezniku prilagojenih oglasov, kar povečuje njegovo učinkovitost, tudi s stroškovnega vidika. Ker temelji na zbiranju podatkov o spletnih uporabnikih in združevanju zbranih podatkov v profile uporabnikov, predstavlja resno grožnjo njihovi zasebnosti. S spletno anketo, ki je temeljila na pregledu literature in že obstoječih raziskavah na to temo iz tujine, sem na vzorcu slovenskih uporabnikov spleta raziskala, kakšen je njihov odnos do spletnega oglaševanja v splošnem in na primeru Googla, v kolikšni meri poznajo delovanje piškotkov, s pomočjo katerih poteka zbiranje podatkov o spletnih uporabnikih, in ali so pravila glede delovanja piškotkov in podobnih tehnologij ter glede pridobivanja soglasja za nameščanje piškotkov zavoljo varstva podatkov, kot določata spremenjena Direktiva 2002/58/ES in Splošna uredba o varstvu podatkov, prinesla pozitivne spremembe za uporabnike. Ugotovila sem, da uporabniki spleta niso naklonjeni spletnemu vedenjskemu oglaševanju, saj se jim zbiranje podatkov za namen prikazovanja ciljanih oglasov zdi vsiljivo in jim daje občutek izgubljene zasebnosti. Osnove spletnega vedenjskega oglaševanja kar dobro poznajo, imajo pa pomanjkljivo znanje o piškotkih, njihovem delovanju ter vplivu na uporabniško izkušnjo in zasebnost na spletu. Informirano soglasje, kot ga predvidevata spremenjena Direktiva 2002/58/ES in Splošna uredba o varstvu podatkov, ni povsem doseženo ravno zaradi pomanjkljivega znanja uporabnikov. Tudi uporabniki Googla imajo podobno nenaklonjen odnos do prilagojenih oglasov in vsebin. Ne glede na morebitne koristi menijo, da je Googlovo zbiranje podatkov o uporabnikih nedopustno in predstavlja poseg v njihovo zasebnost. Za izobraževanje uporabnikov spleta si morajo prizadevati tako oglaševalci kot državni organi.

Language:Slovenian
Keywords:spletno vedenjsko oglaševanje, zasebnost uporabnikov
Work type:Master's thesis/paper (mb22)
Organization:FDV - Faculty of Social Sciences
Year:2019
COBISS.SI-ID:36190557 Link is opened in a new window
Views:50
Downloads:21
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Secondary language

Language:English
Title:Online behavioral advertising in Slovenia from users’ perspective on Google example: familiarity, (non) acceptance and ethic views
Abstract:
Online behavioral advertising is a form of advertising that enables personally targeted ads, which increases its effectiveness and also cost efficiency. It is based on collecting user data and combining it into user profiles, and poses a serious threat to their privacy. With a web survey based on a literature review and existing similar studies from abroad, I examined a sample of Slovenian web users regarding their feelings about online behavioral advertising, both in general and specifically for Google, and their familiarity with cookies. I also examined whether the rules governing the operation of cookies and similar technologies, and the rules for obtaining consent for the installation of cookies, as defined by the amended Directive 2002/58/EC and the General Data Protection Regulation, have brought positive changes for users. I found that online users are not in favor of online behavioral advertising. The data collection for targeted ads seems intrusive and gives a sense of privacy loss. The basics of online behavioral advertising are well known, but users lack knowledge about cookies and their impact on the user experience and online privacy. The informed consent, as specified by the amended Directive 2002/58/EC and the General Data Protection Regulation, is not fully achieved precisely due to the lack of user knowledge. Google users have a similarly disinclined attitude towards personalized ads and content. Regardless of potential benefits, they believe Google's collection of user data is unacceptable and presents a threat to their privacy. Both advertisers and public authorities should strive to better educate web users.

Keywords:online behavioral advertising, user privacy

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