The Internet as recommendation engine : implications of online behavioral targeting
Thesis (S.M. in Technology and Policy)--Massachusetts Institute of Technology, Engineering Systems Division, 2010.
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| Other Authors: | |
| Format: | Thesis |
| Language: | eng |
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Massachusetts Institute of Technology
2010
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| Online Access: | http://hdl.handle.net/1721.1/59567 |
| _version_ | 1826195048501346304 |
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| author | Smith-Grieco, Anthony Nicoll |
| author2 | David D. Clark. |
| author_facet | David D. Clark. Smith-Grieco, Anthony Nicoll |
| author_sort | Smith-Grieco, Anthony Nicoll |
| collection | MIT |
| description | Thesis (S.M. in Technology and Policy)--Massachusetts Institute of Technology, Engineering Systems Division, 2010. |
| first_indexed | 2024-09-23T10:06:25Z |
| format | Thesis |
| id | mit-1721.1/59567 |
| institution | Massachusetts Institute of Technology |
| language | eng |
| last_indexed | 2024-09-23T10:06:25Z |
| publishDate | 2010 |
| publisher | Massachusetts Institute of Technology |
| record_format | dspace |
| spelling | mit-1721.1/595672019-04-10T15:40:39Z The Internet as recommendation engine : implications of online behavioral targeting Smith-Grieco, Anthony Nicoll David D. Clark. Massachusetts Institute of Technology. Technology and Policy Program. Massachusetts Institute of Technology. Engineering Systems Division. Massachusetts Institute of Technology. Technology and Policy Program. Engineering Systems Division. Technology and Policy Program. Thesis (S.M. in Technology and Policy)--Massachusetts Institute of Technology, Engineering Systems Division, 2010. This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections. Cataloged from student submitted PDF version of thesis. Includes bibliographical references (p. 70-72). This thesis discusses the economic implications of Internet behavioral advertising, which targets ads to individuals based on extensive detailed data about the specific websites users have visited. Previous literature on behavioral advertising has focused almost exclusively on privacy issues; there has been less study of how it might affect industry structure. This thesis examines which parties in the online advertising value chain would benefit the most from the demand for detailed behavioral data; in particular, it examines whether aggregators (such as advertising networks) that track behavior across a large number of websites would derive the greatest benefit. Qualitative stakeholder analysis is used to identify the strengths and weaknesses of several categories of actors: advertisers, advertising agencies, publishers, advertising networks, advertising exchanges, Internet service providers, and users. Advertising agencies might attempt to bypass networks and work directly with publishers, becoming aggregators in their own right. Publishers might need to become interactive "information experiences" in order to collect valuable behavioral data. Users might demand more transparency about what is happening with their data, or even more control over the data collection process. Overall, agencies, networks, and advertising exchanges appear to be in the best position; publishers are faced with a harder task. Furthermore, behavioral targeting may not result in a dramatic increase in overall online advertising spending. by Anthony N. Smith-Grieco. S.M.in Technology and Policy 2010-10-29T13:52:33Z 2010-10-29T13:52:33Z 2010 2010 Thesis http://hdl.handle.net/1721.1/59567 668246989 eng M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 72 p. application/pdf Massachusetts Institute of Technology |
| spellingShingle | Engineering Systems Division. Technology and Policy Program. Smith-Grieco, Anthony Nicoll The Internet as recommendation engine : implications of online behavioral targeting |
| title | The Internet as recommendation engine : implications of online behavioral targeting |
| title_full | The Internet as recommendation engine : implications of online behavioral targeting |
| title_fullStr | The Internet as recommendation engine : implications of online behavioral targeting |
| title_full_unstemmed | The Internet as recommendation engine : implications of online behavioral targeting |
| title_short | The Internet as recommendation engine : implications of online behavioral targeting |
| title_sort | internet as recommendation engine implications of online behavioral targeting |
| topic | Engineering Systems Division. Technology and Policy Program. |
| url | http://hdl.handle.net/1721.1/59567 |
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