E-reklamcılıkta tüketici bilgisinin kullanılmasının etik sorgulanması

Abstract

In the e-advertising sector the customer knowledge proves a major competitive stake. However this customer knowledge depends on multiple factors among which the control by the very Internet user of his own digital identity. To address strategies of unveiling of one’s self on the net, the e-advertising stakeholders do not hesitate to cross-check data: the ones supplied by the Internet end users themselves (subjective data but with dubious truthfulness), as well as those collected during their browsings on the Web that reveal their practices (objective data) - all this aiming at reconstructing the closest digital identity possible to the real identity of the end user -. The concern about the efficiency and the profitability of the e-marketing professional often overlaps both legality and ethics, on which the behaviour of the Internet users and the technical constraints encourage them to trespass.