The Present and Future of Data-Driven Advertising from the Perspective of Advertising Professionals

Yıl 2025, Sayı: 71, 153 - 179, 24.11.2025

Emine Furtın Kaya , Serdar Yıldız

https://doi.org/10.47998/ikad.1755301

Öz

This study examines the transformations, challenges, and solution-oriented practices in the field of data-driven advertising from the perspective of advertising professionals in Türkiye. While digitalization has equipped the advertising industry with new tools, it has also raised critical issues concerning user privacy, data security, and the use of third-party cookies. The research focuses on the industry’s response to these challenges and its search for viable solutions. Adopting a qualitative research design, the study employed semi-structured, in-depth interviews with twenty professionals in the data-driven advertising sector. The thematic analysis revealed findings across ten themes under four main sections: sectoral awareness, changes, privacy perception, and new advertising models. The findings indicate that advertising professionals are aware of user privacy issues, however, their practical approaches differ. While some participants stated that a lack of user awareness is at the root of privacy issues, others pointed to structural problems. The professionals also highlighted the growing interest in first-party data and contextual targeting as an alternative to third-party cookies. However, these models present challenges related to cost, reach, and security risks. The study contributes to the current literature in data-driven advertising by revealing the views of advertising professionals on ethical boundaries, digital literacy, and structural regulations.

Anahtar Kelimeler

Data-Driven Advertising , Advertising Professionals , Privacy Paradox , Thematic Analysis , Dijital Advertising

Reklam Profesyonellerinin Gözünden Veriye Dayalı Reklamcılığın Bugünü ve Geleceği

Öz

Bu çalışma, veriye dayalı reklamcılık alanındaki değişimleri, problemleri ve çözüm önerilerini, Türkiye’de bu alanda çalışan reklam profesyonellerinin bakış açısıyla ele almaktadır. Dijitalleşme, reklamcılık sektörüne yeni araçlar sunarken, kullanıcı gizliliği, veri güvenliği ve üçüncü taraf çerezler gibi tartışmalı konuları da gündeme getirmektedir. Araştırmanın merkezinde, sektörün bu konularda karşılaştığı sorunlar ve bunlara yönelik çözüm arayışları yer almaktadır. Çalışmada nitel araştırma yöntemi benimsenmiş, veriye dayalı reklamcılık alanında çalışan 20 reklam profesyoneliyle yarı yapılandırılmış derinlemesine görüşmeler gerçekleştirilmiştir. Veriler, tematik analiz yöntemiyle incelenerek, sektörel farkındalık, yaşanan değişimler, gizlilik algısı ve yeni reklam modellerini içeren dört ana başlık ve on tema altında toplanmıştır. Bulgular, reklam profesyonellerinin kullanıcı gizliliği konusundaki farkındalık düzeylerinin yüksek olduğunu, ancak uygulama sürecinde görüş ayrılıklarının bulunduğunu ortaya koymuştur. Katılımcıların bir kısmı gizlilik sorunlarının kullanıcıların yeterince bilinçli olmamasından kaynaklandığını belirtirken, diğer kısmı ise yapısal sorunlara dikkat çekmektedir. Üçüncü taraf çerezlere alternatif olarak, birinci taraf verilerin ve içeriğe dayalı hedeflemenin ön plana çıktığı vurgulanmıştır. Bununla birlikte, söz konusu modellerin maliyet, erişim gücü ve güvenlik riskleri açısından sınırlılıklar barındırdığı belirtilmiştir. Çalışma, reklam profesyonellerinin etik sınırlar, dijital okuryazarlık ve yapısal düzenlemeler konusundaki değerlendirmelerini ortaya koyarak veriye dayalı reklamcılık alanındaki mevcut tartışmalara katkı sunmayı hedeflemektedir.

Anahtar Kelimeler

Veriye Dayalı Reklamcılık , Reklam Profesyonelleri , Gizlilik Paradoksu , Tematik Analiz , Dijital Reklamcılık

Etik Beyan

Anadolu Üniversitesi Sosyal ve Beşeri Bilimsel Araştırma ve Yayın Etiği Kurulu’ndan 04.12.2023 tarihinde Etik Kurul Belgesi alınmıştır.

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