Cookies

Cookies are the tools with which a company can gather data. This tool is balanced with an internet user’s ability to modify the data that is being used. If a user prefers a more individualized browsing experience, then the settings will need to be adjusted accordingly. For a more anonymous browsing experience, all the user must do is change the settings.

Data Mining

At the core of the change is how data mining is utilized. Cookies track the browsing history of a device, not a person. With the rise of availability for personal electronic devices, browsing history has also become very personal. When multiple people share one device, the data gathered from that device may not create helpful browsing patterns. However, when just one person uses a device, data mining can help determine browsing tendencies.

Targeted Advertising

When effectively utilizing information gathered while data mining, a company can make educated decisions as to which device, or browsing profile, would be interested in a particular pitched product. This provides a clear advantage for consumers who do not want to be bombarded with random advertisements. Now a user can be pitched products that appeals specifically to that person’s interests. Companies, which circulate the advertisements, also benefit from substantial savings. Companies no longer have to pay for advertisements that are clearly not aimed a certain demographic or browser profile.

The Big Brother Fallacy

While some concerns surrounding “big data” exist, these concerns should not be linked directly to digital advertising or targeted advertising. Because browsing settings are set by the user, the user ultimately decides how much personal information is shared.

Personalized Digital Footprint

The rise in social media platforms has led to the personalization of digital media. Digital advertising seeks to add on to this trend. Quick advertisements are displayed strategically to provide the most utility to viewers. If you are going to view an advertisement, then wouldn’t you want to view something that peaks your interest? Since millennials actively shape personalized digital footprints and represent a large consumer base, millennials are an ideal demographic to focus digital advertising campaigns.