The Future of Dataveillance in Advertising Theory and Practice

Bibliographic Data

ID21422950
AuthorsJoanna Strycharz (0000-0001-7739-3349, University of Amsterdam, corresponding author), Claire M Segijn (0000-0002-2424-5737, University of Minnesota)
Year2022
Volume51
Issue5
Pages574-591
Publication date2022-10-20
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Advertising (JOURNAL)
Journal identifiersISSN: 0091-3367 • E-ISSN: 1557-7805
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00913367.2022.2109781
OpenAlexW4296042324
LanguageEN
Citations received26
References cited87

Technological developments have changed the advertising landscape by extending the possibilities to collect, process, and share consumer data to optimize advertising. These developments have made data collection and consequently dataveillance—the automated, continuous, and sometimes unspecific collection, storage, and processing of digital traces—central concepts for advertising scholarship and practice. Studying the impact of consumers’ perceptions of dataveillance is important as perceptions about data collection practices have been shown to diminish the effects of data-driven advertising. This article advances advertising theory by conceptualizing the impact of consumers’ perceptions of dataveillance in digital data-driven advertising and applying long-standing advertising research theories to this new phenomenon to provide an overarching framework for future research. The current work presents the dataveillance effects in advertising landscape (DEAL) framework, with specific research directions for future research. This framework has practical implications as it shows how false or accurate beliefs about dataveillance impact consumer responses to digital data-driven advertising. Advertisers may adapt to ensure that digital data-driven advertising does not result in backlash or raise ethical questions. Finally, the framework has implications for privacy regulations, as consumer understanding of data collection is a core issue in current regulatory approaches to dataveillance

Advertising · Advertising campaign · Advertising research · Backlash · Business · Data collection · Data science · Native advertising · Online advertising · Perception · Phenomenon · Political science · Process (computing) · Scholarship · Sociology · The Internet · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Marketing · Privacy, Security, and Data Protection · Psychology · Sexuality, Behavior, and Technology

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