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Macro and Exogenous Factors in Computational Advertising: Key Issues and New Research Directions
Journal of Advertising ( IF 5.4 ) Pub Date : 2020-08-07 , DOI: 10.1080/00913367.2020.1811179
Natali Helberger 1 , Jisu Huh 2 , George Milne 3 , Joanna Strycharz 1 , Hari Sundaram 4
Affiliation  

Abstract To advance the emerging research field of computational advertising this article describes the new computational advertising ecosystem, identifies key actors within it and interactions among them, and discusses future research agendas. Specifically, we propose systematic conceptualization for the redefined advertising industry, consumers, government, and technology environmental factors, and discuss emerging and anticipated tensions that arise in the macro and exogenous factors surrounding the new computational advertising industry, leading to suggestions for future research directions. From multidisciplinary angles, areas of tension and related research questions are explored from advertising, business, computer science, and legal perspectives. The proposed research agendas include exploring transparency of computational advertising practice and consumer education; understanding the trade-off between explainability and performance of algorithms; exploring the issue of new consumers as free data laborers, data as commodity, and related consumer agency challenges; understanding the relationship between algorithmic transparency and consumers’ literacy; evaluating the trade-off between algorithmic fairness and privacy protection; examining legal and regulatory issues regarding power imbalance between actors in the computational advertising ecosystem; and studying the trade-off between technological innovation and consumer protection and empowerment.

中文翻译:

计算广告中的宏观和外在因素:关键问题和新的研究方向

摘要为了推动新兴的计算广告研究领域,本文介绍了一种新的计算广告生态系统,确定了其中的关键参与者及其之间的相互作用,并讨论了未来的研究议程。具体来说,我们为重新定义的广告行业,消费者,政府和技术环境因素提出系统的概念化建议,并讨论围绕新的计算广告行业的宏观和外在因素中出现的新兴和预期的紧张关系,从而为未来的研究方向提供建议。从多学科的角度,从广告,商业,计算机科学和法律的角度探讨了紧张领域和相关研究问题。拟议的研究议程包括探索计算广告实践和消费者教育的透明度;了解可解释性和算法性能之间的权衡;探索作为免费数据劳动者的新消费者,作为商品的数据以及相关的消费者代理机构挑战的问题;了解算法透明度与消费者素养之间的关系;评估算法公平性与隐私保护之间的权衡;审查有关计算广告生态系统中参与者之间权力不平衡的法律和法规问题;并研究技术创新与消费者保护和授权之间的权衡。探索作为免费数据劳动者的新消费者,作为商品的数据以及相关的消费者代理机构挑战的问题;了解算法透明度与消费者素养之间的关系;评估算法公平性与隐私保护之间的权衡;审查有关计算广告生态系统中参与者之间权力不平衡的法律和法规问题;并研究技术创新与消费者保护和授权之间的权衡。探索作为免费数据劳动者的新消费者,作为商品的数据以及相关的消费者代理机构挑战的问题;了解算法透明度与消费者素养之间的关系;评估算法公平性与隐私保护之间的权衡;审查有关计算广告生态系统中参与者之间权力不平衡的法律和法规问题;并研究技术创新与消费者保护和授权之间的权衡。审查有关计算广告生态系统中参与者之间权力不平衡的法律和法规问题;并研究技术创新与消费者保护和授权之间的权衡。审查有关计算广告生态系统中参与者之间权力不平衡的法律和法规问题;并研究技术创新与消费者保护和授权之间的权衡。
更新日期:2020-08-07
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