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Could advertisements help a free Internet? | Central Media Network
Followers of an open, democratically-based Internet, financed mainly by publicity, face major issues as to how their visions will evolve. In recent years, brand names have moved a large portion of their email budget into on-line promotion, driving the Internet's expansion and being the primary resource for most Web sites and community sites.
However, while many a campaign hits the nail on the head, others can be confusing, pushy and non-relevant. And how can marketers and web Publishers ensure that ad campaigns work effectively and entertain enough to bill the Internet, while at the same time making sure that on-line service does not go behind a range of private paywall sites? There are some serious issues facing digital advertisements when it comes to keeping the Internet free - one of which is the concern about the ethical nature of persecuting the conduct of individuals on-line without their permission.
A successful on-line advertising campaign is defined by the amount of information that a brand can obtain from Internet use. A large part of this information is gathered from web browser files that are stored on the user's computer. Cooking information allows web editors to monitor users' travels on-line and the choices they make about the sites they visit.
You can then use this information to design targeted marketing strategies for different audiences. However, the upcoming General Regulation on the Protection of Personal Information in the European Union (GDPR), to be transposed in 2018, will strengthen protection of personal information - and, according to some contributors, this could erode the advertising-funded Internet paradigm. Brexit is expecting the strict new regulations, which require businesses to obtain "clear consent" from on-line consumers to use their information, to be adopted in the UK independently of Brexit.
A number of respondents feared that the Directive's harsh approach to the use of information could make it more challenging for certain businesses to work on the Internet or conduct promotional work. Attendees also debated whether site visitors who rely primarily on cookies are at a competitive disadvantage compared to sites and community sites where visitors sign in and provide their personally identifiable information.
Facebook, for example, has detailed log-in information about your visitors - their location, name, preferences, activity and friendlies. Our online media provides this information to the brand and enables very specific marketing actions. According to how the viewers responded to the movie - whether they saw it all the way or just without audio - more message was delivered to them and refine in steps according to the response of each of them.
However, another referred to a recent testimony from Procter & Gamble (P&G), the world's biggest advertisers, that they had chosen not to use Facebook's messaging targeters. "P&G said it was better to advertise some product to all than to pay for the target group, as everyone uses detergent or washing-up liquids.
Selective campaigning is more appropriate for very specialised, specialties. It was agreed that cookies and logins are best suited for selling online and encourage consumers to buy now rather than for soft, compelling brands. Returning the issue was seen as a failure of automatic advertisement - the so-called "programmatic advertisement" - where the application prescribes what humans see on the basis of the information.
However, some thought that program engineering would evolve to become more demanding, it would eliminate these disadvantages and provide a better user and brand experiences. An issue with automatic on-line promotion is that the advertisements can appear on any website and next to inadequate contents, e.g. an advertisement for an airlines could be placed next to an aircraft accident report.
However, one keynote address said that automatic "programmatic" publicity will be able to solve this issue and help brand owners search information to find the most responsive audience for their message and the most appropriate places to place it. Subscribe to the Media & Tech Network free of charge to receive your free Media & Tech Network subscription with your email address for free to receive your latest message analyses, jobs and events.
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