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Authors
Abstract(s)
A crescente preocupação dos utilizadores para com a sua privacidade levou à criação de novas leis de regulamentação da privacidade de dados. A entrada em vigor dessas leis, obrigou os responsáveis de marketing digital a implementar medidas que protegessem a privacidade dos cidadãos, como a eliminação dos cookies de terceiros.
Esta nova era não representa o fim da personalização de anúncios, mas sim uma adaptação por parte dos anunciantes, que terão de adotar novos métodos de recolha de dados, ou até mesmo recorrer a métodos mais antigos que se tornaram menos utilizados com a chegada dos cookies de terceiros.
Com este estudo, pretende-se saber como os anunciantes se estão a adaptar a esta nova medida, e se essas adaptações representam um upgrade face aos cookies de terceiros, possibilitando o acesso aos benefícios dos mesmos, e corrigindo as suas limitações.
Os resultados mostram que as alternativas encontradas não são uma total melhoria dos cookies de terceiros. A preocupação dos utilizadores para com a sua privacidade encontrar-se-á resolvida aquando da completa implementação desta medida, contudo, as técnicas/métodos/estratégias alternativas não possuem a eficiência dos cookies de terceiros, pelo menos, por si só.
The growing concern of users for their privacy has led to the creation of new laws regulating data privacy. The entry into force of these same laws has forced browsers to implement more radical measures: the elimination of third-party cookies. This new era does not represent the end of ad personalization, but rather an adaptation on the part of advertisers, who will have to adopt new methods of data collection, or even resort to older methods that have become less used with the arrival of third-party cookies. The aim of this study is to find out how advertisers are adapting to this new measure, and whether these adaptations represent an upgrade over third-party cookies, enabling access to their benefits and correcting their limitations. The results show that the alternatives found are not a total improvement of third-party cookies. Users' concerns about their privacy will be resolved when this measure is fully implemented, however, the alternative techniques/methods/strategies do not have the efficiency of third-party cookies, at least not on their own.
The growing concern of users for their privacy has led to the creation of new laws regulating data privacy. The entry into force of these same laws has forced browsers to implement more radical measures: the elimination of third-party cookies. This new era does not represent the end of ad personalization, but rather an adaptation on the part of advertisers, who will have to adopt new methods of data collection, or even resort to older methods that have become less used with the arrival of third-party cookies. The aim of this study is to find out how advertisers are adapting to this new measure, and whether these adaptations represent an upgrade over third-party cookies, enabling access to their benefits and correcting their limitations. The results show that the alternatives found are not a total improvement of third-party cookies. Users' concerns about their privacy will be resolved when this measure is fully implemented, however, the alternative techniques/methods/strategies do not have the efficiency of third-party cookies, at least not on their own.
Description
Keywords
Cookies de terceiros Estratégia de adaptação Privacidade de dados Publicidade on-line Third-party cookies Adaptation strategies Data privacy On-line advertising