El “dataísmo” como fundamento de la publicidad digital personalizada
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Authors
Subject
advertising
personalized
dataism
social networks
publicidad
personalizada
dataísmo
redes sociales
personalized
dataism
social networks
publicidad
personalizada
dataísmo
redes sociales
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Volume Title
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Instituto Tecnológico de Santo Domingo (INTEC)
Esta investigación analiza el uso que hace la publicidad digital de los datos de los usuarios de internet para segmentar las audiencias y crear perfiles acordes con sus gustos y preferencias, para enviarles publicidad personalizada. El estudio utiliza la observación participante, el análisis y la síntesis; y recopila información de diversas fuentes bibliográficas relacionadas con el tema objeto de estudio, para construir el corpus teórico y metodológico que permite articular, comprender e interpretar la información con el mayor grado de precisión posible. Concluye que a los clientes a quienes se les envía publicidad personalizada son potencialmente candidatos para realizar compras a través de internet porque sus gustos, preferencias y deseos coinciden con la publicidad que se les envía.
This research analyzes the use made by Internet advertising of user data to segment audiences and create profiles according to their tastes and preferences, from which it sends them personalized advertising. The study uses participant observation, analysis, and synthesis; and it compiles information from various bibliographic sources related to the subject under study, to build the theoretical and methodological body that allows articulating, understanding and interpreting the information with the greatest possible degree of precision. The study allows to know the clients to whom the personalized advertising is sent are candidates to make purchases over the Internet because this advertising matches their tastes and preferences.
This research analyzes the use made by Internet advertising of user data to segment audiences and create profiles according to their tastes and preferences, from which it sends them personalized advertising. The study uses participant observation, analysis, and synthesis; and it compiles information from various bibliographic sources related to the subject under study, to build the theoretical and methodological body that allows articulating, understanding and interpreting the information with the greatest possible degree of precision. The study allows to know the clients to whom the personalized advertising is sent are candidates to make purchases over the Internet because this advertising matches their tastes and preferences.
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Type
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
info:eu-repo/semantics/publishedVersion
Source
Science and Society; Vol. 45 No. 4 (2020): Science and Society; 107-118
Ciencia y Sociedad; Vol. 45 Núm. 4 (2020): Ciencia y Sociedad; 107-118
2613-8751
0378-7680
10.22206/cys.2020.v45i4
Ciencia y Sociedad; Vol. 45 Núm. 4 (2020): Ciencia y Sociedad; 107-118
2613-8751
0378-7680
10.22206/cys.2020.v45i4