Abstract

Technological developments have changed the advertising landscape by extending the possibilities to collect, process, and share consumer data to optimize advertising. These developments have made data collection and consequently dataveillance—the automated, continuous, and sometimes unspecific collection, storage, and processing of digital traces—central concepts for advertising scholarship and practice. Studying the impact of consumers’ perceptions of dataveillance is important as perceptions about data collection practices have been shown to diminish the effects of data-driven advertising. This article advances advertising theory by conceptualizing the impact of consumers’ perceptions of dataveillance in digital data-driven advertising and applying long-standing advertising research theories to this new phenomenon to provide an overarching framework for future research. The current work presents the dataveillance effects in advertising landscape (DEAL) framework, with specific research directions for future research. This framework has practical implications as it shows how false or accurate beliefs about dataveillance impact consumer responses to digital data-driven advertising. Advertisers may adapt to ensure that digital data-driven advertising does not result in backlash or raise ethical questions. Finally, the framework has implications for privacy regulations, as consumer understanding of data collection is a core issue in current regulatory approaches to dataveillance.

摘要

技术发展通过扩展收集、处理和共享消费者数据以优化广告的可能性，改变了广告格局。这些发展使得数据收集和数据监控成为可能——数字痕迹的自动化、连续、有时是非特定的收集、存储和处理——广告学术和实践的核心概念。研究消费者对数据监控的看法的影响很重要，因为对数据收集实践的看法已被证明会削弱数据驱动广告的影响。本文通过概念化消费者对数据监控在数字数据驱动广告中的看法的影响，并将长期存在的广告研究理论应用于这一新现象，为未来的研究提供了一个总体框架，从而推进了广告理论。目前的工作展示了广告景观（DEAL）框架中的数据监控效应，并为未来的研究提供了具体的研究方向。该框架具有实际意义，因为它显示了关于数据监控的错误或准确信念如何影响消费者对数字数据驱动广告的反应。广告商可能会进行调整，以确保数字数据驱动的广告不会引起反弹或引发道德问题。最后，该框架对隐私法规有影响，因为消费者对数据收集的理解是当前数据监控监管方法的核心问题。