Programmatic Advertising and Ethical Issues in Digital Media

Yıl 2021, Cilt: 6 Sayı: 12, 426 - 449, 31.05.2021

Mevlüt Hürol Mete

https://doi.org/10.37679/trta.876044

Öz

With the inevitable development of digital media, radical changes have occurred in the advertising industry. The emergence of the digital consumer concept has changed consumer behavior and pushed the industry to adapt to this new system. Undoubtedly, the growth of the sector has brought new competitors to traditional players and consumer data has become very valuable for companies that want to survive in this destructive competition. At this point, systems based on data and automation such as programmatic advertising came to the fore and became attractive for companies. Access to existing or potential consumer data has brought ethical issues with it. At this point, it has become necessary to establish clear and transparent rules regarding ethical problems and privacy violations arising from the use of personal data. In this study, the innovations brought by digital media to the field of marketing will be discussed and the subject of programmatic advertising, which has come to the forefront recently. How this new type of advertising, which focuses on the use of big data, transforms the sector will be examined and evaluated within the framework of ethical issues related to the use of personal data and privacy violations. Studies on the subject show that there is a great contradiction between innovative applications in the sector and the perceptions of users. Within the scope of this study, international researches will be compiled by screening method, and the complex processes that new media bring to the advertising industry and the ethical problems we face in our daily lives will be discussed with examples.

Anahtar Kelimeler

Programmatic Advertising, New Media, Data Privacy, Advertising and Ethics, Digital Marketing

Dijital Medyada Programatik Reklamcılık ve Etik Sorunlar

Öz

Dijital medyanın önlenemez gelişimi ile birlikte reklamcılık sektöründe de köklü değişiklikler meydana gelmiştir. Dijital tüketici kavramının ortaya çıkması tüketici davranışlarını değiştirmiş ve sektörü bu yeni düzene adapte olmaya itmiştir. Şüphesiz sektörün büyümesi, geleneksel oyuncuların yanına yeni rakipler getirmiş ve bu yıkıcı rekabet içerisinde hayatta kalmak isteyen firmalar için tüketici verileri çok değerli hâle gelmiştir. Bu noktada programatik reklamcılık gibi veriye ve otomasyona dayalı sistemler ön plana çıkmış ve firmalar açısından cezbedici olmuştur. Mevcut veya potansiyel tüketici verilerine erişim konusu etik sorunları da beraberinde getirmiştir. Bu noktada kişisel verilerin kullanımından kaynaklı etik sorunlar, gizlilik ihlalleri konusunda açık ve şeffaf kurallar konulması gerekli hâle gelmiştir. Bu çalışmada dijital medyanın pazarlama alanına getirdiği yenilikler ele alınarak son dönemde oldukça ön plana çıkan programatik reklamcılık konusuna yer verilecektir. Büyük verinin kullanılmasını odağına alan bu yeni reklam türünün sektörü nasıl dönüştürdüğü incelenerek kişisel verilerin kullanımı ve gizlilik ihlalleri ile ilgili etik konular çerçevesinde değerlendirilecektir. Konuyla ilgili yapılan araştırmalar sektördeki yenilikçi uygulamalar ile kullanıcıların algıları arasında büyük bir çelişkiler bulunduğunu göstermektedir. Bu çalışma kapsamında uluslararası araştırmalar tarama yöntemiyle derlenerek, yeni medyanın reklamcılık sektörüne getirdiği karmaşık süreçler ile günlük hayatımızda karşımıza çıkan etik sorunlar örneklerle ele alınacaktır.

Anahtar Kelimeler

Programatik Reklamcılık, Yeni Medya, Veri Gizliliği, Reklam ve Etik, Dijital Pazarlama

Kaynakça

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