The Privacy Paradox in the Context of Social Media and its Impact on the Online Advertising Industry

Scientific Essay from the year 2015 in the subject Communications - Public Relations Advertising Marketing Social Media grade: 10 out of 10 language: English abstract: Targeting has proven to be more effective than the standard run-of-network advertising. However primarily due to the vast aggregation of consumer data it arouses certain privacy concerns among internet users. This study proposes the necessity of digital advertising regulation by the means of allowing consumers to opt out of online tracking. It is also argued that such regulations will not affect the advertising industry in a negative way due to the existence of the privacy paradox.