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Children's Perception of Advertisement Targeting on Social Media
Smíšek, Martin ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on children's perception of advertisement targeting on social media. The aim of this paper is to discover how the mechanism of advertisement targeting on social networks is understood by Czech children aged 13-15 as they are heavy users of these platforms. A quantitative method in the form of a questionnaire was used for this exploratory research. The results show that adolescents understand little about advertisement targeting on social sites and have particularly small awareness of social platforms using data collected in the background. Findings from this research can be foundational for a change in regulation or future research in this field.
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Personal data and personalization issues
Farafonov, Gerasim ; Sigmund, Tomáš (advisor) ; Pavlíček, Antonín (referee)
Society is currently finding itself in the middle of an information revolution, and only now begins to realize this fact. The primary currency in the new economy is user data and the enormous value is evident only to companies doing business with them. This thesis is dedicated to the protection of personal data in the context of the currently developing trend of personalization. Author sets out tools that make online tracking possible, compares the legislative regulation of the Czech Republic, the Russian Federation and the United States of America, evaluating the differences, trends, strengths and weaknesses in relation to the practice of creating profiles and behavioural targeting advertising. Subsequently, the author lists the additional risks of this trend for the freedom and privacy, lists general recommendations as well as recommendations for the users themselves to maximize the protection of privacy and personal data.
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Behavioral Targeting of Advertising on Internet
Uhrová, Kateřina ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
The goal of the diploma thesis is to analyze the situation of behavioral targeted advertising in the Czech Internet market, assess its potential in the future and evaluate the effectiveness of behavioral targeting on the Czech market. This thesis is focused first on the Internet advertising market, media planning, explanation of selected targeting approaches and on detailed description of the behaviorally targeted ads including the online privacy issue. In the practical part analysis of the behavioral targeted advertising on the Czech market through expert interviews and evaluation of the effectiveness of behavioral targeting on an example of an advertising campaign of selected company is to be found.
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