Programmatic Advertising and Ethical Issues in Digital Media

Yıl 2021, , 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

• Acquisti, A. (2009). Nudging Privacy: The Behavioral Economics of Personal Information. IEEE Security & Privacy. 7 (6), 82-85.
• ANA (Association of National Advertisers). (2014). The Bot Baseline: Fraud in Digital Advertising. https://www.whiteops.com/hubfs/ANA_WO_Bot_Baseline_2014-1.pdf Erişim: 06.02.2021
• Baker, S. (2009). Learning and Profiting from Online Friendships. BusinessWeek, https://www.bloomberg.com/news/articles/2009-05-21/learning-and-profiting-from-online-friendships Erişim: 25.01.2021
• Busch, O. (2016). The Programmatic Advertising Principle. Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time, Springer, 3-16.
• Carlson, D. (2005). The News Media’s 30-Year Hibernation. Nieman Reports, 59 (3), 68-71.
• Davies, J. (2019). Data privacy-first advertising is here: Here are the winners and losers. https://digiday.com/media/winners-losers-data-privacy-first-advertising/ Erişim: 01.02.2021
• Deighton, J. ve Kornfeld, L. (2009). Interactivity's Unanticipated Consequences for Marketers and Marketing. Journal of Interactive Marketing, 23, 4-10.
• Fisher, L. (2019). Digital Marketing in Today’s Privacy-Conscious World. https://www.emarketer.com/content/digital-marketing-in-todays-privacy-conscious-world Erişim: 01.02.2021
• Gertz, O. ve McGlashan, D. (2016). Consumer-Centric Programmatic Advertising. Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time, Oliver Busch (Ed.), Springer, 55-86.
• Google Digital Garage (2021). The Fundamentals of Digital Marketing. E-Ders. https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing Erişim: 23.01.2021
• Gonzalvez, J.C. ve Mochon, F. (2016). Operating an Advertising Programmatic Buying Platform: A Case Study. International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 3, 6-15.
• Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311-330.
• Digitaltalks (2016). https://www.digitaltalks.org/2016/05/17/gorsel-pazarlama-lokasyon-bazli-hedeflemenin-gelecegi/ Erişim: 31.01.2021
• Hudson, S., Huang, L., Roth, M.S. ve Madden, T. J. (2016). The Influence of Social Media Interactions on Consumer-Brand Relationships: A Three-Country Study of Brand Perceptions and Marketing Behaviors. International Journal of Research in Marketing, 33(1), 27–41.
• IAB (Interactive Advertising Bureau). (2021). https://www.iab.com/insights/ Erişim: 31.01.2021
• Koç, F., Çetin, O. ve Alnıaçık, Ü. (2016). Reklam Etiği: Televizyon Reklamlarında Cinselliğin Kullanımı. Global Business Research Congress (GBRC), Vol.2, 692-702.
• Kotler, P., Kartajaya, H. ve Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital, First Edition, New Jersey: John Wiley & Sons.
• KVKK (Kişisel Verileri Koruma Kurumu). (2019). 2019 Yılı Faaliyet Raporu. Ankara.
• Martinez-Martinez, I.J., Aguado, J.M. ve Boeykens, Y. (2017). Ethical implications of digital advertising automation: The case of programmatic advertising in Spain. El Profesional de la Informacion, 26(2), 201-210.
• McStay, A. (2017). Micro-Moments, Liquidity, Intimacy and Automation: Developments in Programmatic Ad-tech. In G. Siegert, M. B. Rimscha, & S. Grubenmann (Eds.), Commercial Communication in the Digital Age. 143-159.
• Mukherjee, A., Sundarraj, R.P. ve Dutta, K. (2015). An Online Algorithm for Programmatic Advertisement Placement in Supply Side Platform of Mobile Advertisement. Pacific Asia Conference on Information Systems (PACIS) 2015 Proceedings.
• Napoli, P.M. (2016) Special Issue Introduction: Big Data and Media Management, International Journal on Media Management, 18 (1), 1-7.
• Nunan, D. ve Di Domenico, M.L. (2013). Market Research and the Ethics of Big Data. International Journal of Market Research. 55 (4), 505-520.
• Ponemon Institute (2016). Data Risk in the Third-party Ecosystem. Research Report. https://www.ponemon.org/research/ponemon-library/privacy/ Erişim: 29.01.2021
• Rainie, L. ve Duggan, M. (2016). Privacy and Information Sharing. Pew Reseach Center. https://www.pewresearch.org/internet/2016/01/14/privacy-and-information-sharing/ Erişim: 28.01.2021
• Reach First (2021). Understanding Digital Consumers. https://www.reachfirst.com/understanding-digital-consumers/ Erişim: 06.02.2021
• Watts, M. (2016). Programmatic advertising: Shaping consumer behavior or invading consumer privacy? Undergraduate Distinction Thesis. Ohio State University. http://kb.osu.edu/dspace/handle/1811/76764 Erişim: 25.01.2021
• White, G.R.T. ve Samuel, A. (2019). Programmatic Advertising: Forewarning and avoiding hype-cycle failure. Technological Forecasting and Social Change, Volume 144, 157-168.