People's Perceptions of Personalized Ads
People's Perceptions of Personalized Ads
复制标题
人们对个性化广告的看法
DOI：
10.1145/2740908.2742003
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发表时间：
2015
期刊：
影响因子：
--
通讯作者：
H. Cramer
中科院分区：
文献类型：
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作者：
Katie O'Donnell;H. Cramer
广告是许多在线服务商业模式的关键。个性化旨在使广告与用户更相关，对广告商更有效。然而，相对较少的研究用户对个性化广告的态度。我们提出了一个旧金山弗朗西斯科湾区的调查（N=296）和深入访谈（N=24）与青少年和成人。人们对个性化广告和相关数据收集的实用性或侵入性存在分歧，通常（强烈）同意或不同意。据报道，移动的广告的相关性低于桌面广告。参与者根据他们个人以前的行为和对人口统计目标的猜测来解释广告个性化。我们描述了指标改进以及通过关注参与者报告的积极广告互动来改进在线广告的机会，例如不仅关注产品类别，而且关注特定品牌和风格的个性化，对生活事件的认识，以及广告有用甚至鼓舞人心的情况。
Advertising is key to the business model of many online services. Personalization aims to make ads more relevant for users and more effective for advertisers. However, relatively few studies into user attitudes towards personalized ads are available. We present a San Francisco Bay Area survey (N=296) and in-depth interviews (N=24) with teens and adults. People are divided and often either (strongly) agreed or disagreed about utility or invasiveness of personalized ads and associated data collection. Mobile ads were reported to be less relevant than those on desktop. Participants explained ad personalization based on their personal previous behaviors and guesses about demographic targeting. We describe both metrics improvements as well as opportunities for improving online advertising by focusing on positive ad interactions reported by our participants, such as personalization focused not just on product categories but specific brands and styles, awareness of life events, and situations in which ads were useful or even inspirational.