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A Study on the Factors Affecting the obstructing Activate Programmatic Ads
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프로그래매틱 광고의 활성화 저해 요인 탐색 연구

논문 기본 정보

Type
Proceeding
Author
Jiwan Kim (홍익대학교) Jihye Chung (홍익대학교) Younjoon Lee (홍익대학교)
Journal
The HCI Society of Korea 한국HCI학회 학술대회 PROCEEDINGS OF HCI KOREA 2020 학술대회 발표 논문집
Published
2020.2
Pages
766 - 771 (6page)

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A Study on the Factors Affecting the obstructing Activate Programmatic Ads
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Abstract· Keywords

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모바일 기기의 확산과 빅데이터의 수집 및 활용이 용이해짐에 따라 광고 시장도 발맞춰 변화했다. 광고주 및 광고대행사는 광고 효율을 높이기 위해 소비자 타겟팅을 진행하고, 소비자에게 필요한 광고를 제공한다. 소비자에게 맞춤화 된 광고를 제공하는 것은 광고 게재 공간 및 광고 노출 시간 대비 효율이 높다고 할 수 있다. 하지만 실질적으로 프로그래매틱 광고를 게재함에 있어 장애가 되는 프라이버시 문제, 민감 정보의 활용, 소비자의 개인정보관리통제권 보장, 그리고 화면 내의 과도한 광고 등의 많은 개선사항이 존재한다. 또한, 광고 집행자 입장에서의 효율 뿐만 아니라 실제 광고 소비자의 입장에서 본 프로그래매틱 광고의 효능에 대한 실험 및 객관적 관찰이 필요할 것으로 보인다.
#프로그래매틱 광고 #광고 수용 #광고 회피 #기억 정보 #프라이버시 #개인정보관리통제권 #문화지체

Contents

요약문
1. 연구 배경 및 목적
2. 이론적 배경
3. 프로그래매틱 광고 활성화를 위한 논의
4. 결론
참고문헌

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UCI(KEPA) : I410-ECN-0101-2020-004-001168763