Week 14
Boerman et al (2017)
1 Online Behavioural Advertising (OBA)
1.1 The practice of monitoring people’s online behaviour and using the collected
information to show people individually targeted advertisement.
1.1.1 Only advertising that is based on people’s online behaviours.
1.1.2 OBA is a type of personalised, customised and tailored advertising.
1.1.3 OBA aims at personal relevance, often happens covertly (call for
transparency).
1.2 Two common features:
1.2.1 The monitoring or tracking of consumer’s online behaviour
1.2.2 Use of the collected data to individually target ads
1.3 Online behaviours include:
1.3.1 Web browsing data
1.3.2 Search history
1.3.3 Media consumption data
1.3.4 App use data
1.3.5 Purchase & click-through responses to ads
1.3.6 Posts on social networking sites
2 Advertiser-controlled factors
2.1 Ad characteristics: the factors which are part of the ad itself and can differ among
different online behavioural ads.
2.1.1 Level of personalisation
2.1.1.1 Types of personal data: age, gender, location, search history etc.
2.1.1.2 Amount of information that is used.
2.1.1.3 Highly personalised ads lead people to perceive a loss of choice, control,
or ownership negative responses and feelings.
2.1.2 Accuracy
2.1.2.1 When OBA accurately connected to past behaviour OBA provides
an external characterization of the self, leading consumers to adjust their
, self- perceptions and draw on these perceptions to determine their
purchase behaviour.
2.2 Transparency
2.2.1 Privacy statements and Informed Consent required.
2.2.2 Disclosure: explicitly disclosing the usage of cookies will increase consumers’
trust toward the website.
2.2.2.1 Advertisers can benefit from transparency about OBA.
2.2.2.2 When firms do not openly state that they use personal data to personalize
ads and then present highly personalized ads, consumers feel more
vulnerable
3 Consumer-controlled factors
3.1 Knowledge and abilities
3.1.1 Consumers’ mental model and persuasion knowledge are rarely well-
developed in the context of OBA, and they underestimate OBA effects
undermine careful and educated decision making
3.1.2 More concerns about privacy, more protection of online privacy.
3.1.3 Consumers do not seem to understand the available tools (e.g. “do-not-track”
option) and thus have difficulties protecting their online privacy
3.2 Perceptions
3.2.1 Creepy marketing: consumers believe that invasive tactics, such as using and
gathering data, tracking, and invading a consumer’s personal space as creepy
marketing.
3.2.2 Social presence theory describes the feeling of being with another in mediated
communication: when a computer collects your data, it generates negative
feelings.
3.2.3 Privacy calculus is often used to describe the process in which consumers
assess the benefits and risks of OBA.
3.2.3.1 Consumers should accept OBA only if the benefits (e.g., personal
relevance) outweigh the costs or risks (e.g., privacy invasions).
3.2.4 Privacy Trustmark can enhance trust. Positively affects consumer’s
perceptions of the trustworthiness of the advertiser, lowers privacy concerns
about the advertiser, and lead to more persuasive behaviour intentions.
3.3 Consumer characteristics
Boerman et al (2017)
1 Online Behavioural Advertising (OBA)
1.1 The practice of monitoring people’s online behaviour and using the collected
information to show people individually targeted advertisement.
1.1.1 Only advertising that is based on people’s online behaviours.
1.1.2 OBA is a type of personalised, customised and tailored advertising.
1.1.3 OBA aims at personal relevance, often happens covertly (call for
transparency).
1.2 Two common features:
1.2.1 The monitoring or tracking of consumer’s online behaviour
1.2.2 Use of the collected data to individually target ads
1.3 Online behaviours include:
1.3.1 Web browsing data
1.3.2 Search history
1.3.3 Media consumption data
1.3.4 App use data
1.3.5 Purchase & click-through responses to ads
1.3.6 Posts on social networking sites
2 Advertiser-controlled factors
2.1 Ad characteristics: the factors which are part of the ad itself and can differ among
different online behavioural ads.
2.1.1 Level of personalisation
2.1.1.1 Types of personal data: age, gender, location, search history etc.
2.1.1.2 Amount of information that is used.
2.1.1.3 Highly personalised ads lead people to perceive a loss of choice, control,
or ownership negative responses and feelings.
2.1.2 Accuracy
2.1.2.1 When OBA accurately connected to past behaviour OBA provides
an external characterization of the self, leading consumers to adjust their
, self- perceptions and draw on these perceptions to determine their
purchase behaviour.
2.2 Transparency
2.2.1 Privacy statements and Informed Consent required.
2.2.2 Disclosure: explicitly disclosing the usage of cookies will increase consumers’
trust toward the website.
2.2.2.1 Advertisers can benefit from transparency about OBA.
2.2.2.2 When firms do not openly state that they use personal data to personalize
ads and then present highly personalized ads, consumers feel more
vulnerable
3 Consumer-controlled factors
3.1 Knowledge and abilities
3.1.1 Consumers’ mental model and persuasion knowledge are rarely well-
developed in the context of OBA, and they underestimate OBA effects
undermine careful and educated decision making
3.1.2 More concerns about privacy, more protection of online privacy.
3.1.3 Consumers do not seem to understand the available tools (e.g. “do-not-track”
option) and thus have difficulties protecting their online privacy
3.2 Perceptions
3.2.1 Creepy marketing: consumers believe that invasive tactics, such as using and
gathering data, tracking, and invading a consumer’s personal space as creepy
marketing.
3.2.2 Social presence theory describes the feeling of being with another in mediated
communication: when a computer collects your data, it generates negative
feelings.
3.2.3 Privacy calculus is often used to describe the process in which consumers
assess the benefits and risks of OBA.
3.2.3.1 Consumers should accept OBA only if the benefits (e.g., personal
relevance) outweigh the costs or risks (e.g., privacy invasions).
3.2.4 Privacy Trustmark can enhance trust. Positively affects consumer’s
perceptions of the trustworthiness of the advertiser, lowers privacy concerns
about the advertiser, and lead to more persuasive behaviour intentions.
3.3 Consumer characteristics
