Le ciblage comportemental, une perte de contrôle des éditeurs sur les données de l’audience
Monitoring and profiling of Internet users is an issue of first order for professionals in the advertising industry. This article highlights how innovation like behavioral targeting helps transform the operating logic of Internet advertising. It has not operated this change alone.. Rather, it is the...
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| Format: | Article |
| Language: | fra |
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Association de Recherche en Technologies de l’Information et de la Communication
2019-05-01
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| Series: | Tic & Société |
| Subjects: | |
| Online Access: | https://journals.openedition.org/ticetsociete/1251 |
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| Summary: | Monitoring and profiling of Internet users is an issue of first order for professionals in the advertising industry. This article highlights how innovation like behavioral targeting helps transform the operating logic of Internet advertising. It has not operated this change alone.. Rather, it is the combination of the availability of new technologies, driven by technological firms that has, at some point, met the needs of advertisers and helped to redefine them. The use of the Internet user’s navigational data is a prerequisite to targeting. |
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| ISSN: | 1961-9510 |