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AN APPLICATION OF COOKIES
MA: Global Media Management
Course: Design one
Reputation UK ( 2016)
An application of cookies for
“Cookies” is a small text file placed by websites to tracking the behaviour
of users, aiming for tailored adverting to the target audience. (Chen and
“Behavioural targeting” is the professional term of those tailored adverting,
it has been used for different advertising formats on the Internet. (McStay,
This is a usually
way we can see the
cookies coming in
Marketing and branding
DoubleClick is a web advertising company who works for behavioral advertising
The target clients of DoubleClick are mainly businesses, it explains why advertisements
of DoubleClick are not frequently seen in people's daily lives.
it did not beg for ley hype, DoubleClick would rather to keep users in the dark about
what it is doing. (Pariser, 2011)
DoubleClick by Google (2016)
‘Transaction Log Analysis’
Methods of collecting the public information (Halavais, 2009)
Compare with other way, cookies is the best way to tracking users.
DoubleClick is the web company utilizing the cookies based on Google.
(Media Manager for Netshoes)
(manager of Performics company)
(Chief executive officer of SE Asia
at Zenith Optimedia)
Benefit from the
Worry about the private
information are divulged
DoubleClick by Google, (2016)
Themes and arguments
The development of internet lead a fragment marketing, as a result, it is
very difficult to find out the target audiences (Lister, 2009).
media fragmentation is a main reason for the prosperous web advertising
company develop. (Rust and Oliver, 1994)
privacy.The public concern about the control of cookies violate users' private data
and the way to process such personal data.
the introduction of the cookies try to justify itself in the eyes of both the business
and the public (McStay, 2012).
Chen, J. and Stallaert, J. (2014). An Economic Analysis of Online Advertising Using Behavioral Targeting.
SSRN Electronic Journal.
DoubleClick (2016). DoubleClick Search and AdWords Enhanced Campaigns. [online] YouTube. Available at:
https://www.youtube.com/watch?v=960ptyTHpFg [Accessed 10 Jan. 2016].
DoubleClick by Google, (2016). DoubleClick by Google. [online] Available at:
https://www.doubleclickbygoogle.com [Accessed 10 Jan. 2016].
Filloux, F. (2012). Pro (advertising) choice. [online] the Guardian. Available at:
http://www.theguardian.com/technology/2012/jun/12/behavioral-advertising-cookies [Accessed 12 Jan.
Halavais, A. (2009). Search engine society. Cambridge: Polity.
Lister, M. (2009). “New media and new technologies” New media: a critical introduction. London: Routledge,
McStay, A. (2012). I consent: An analysis of the Cookie Directive and its implications for UK behavioral
advertising. New Media & Society, 15(4), pp.596-611.
Rust, R. and Oliver, R. (1994). The Death of Advertising. Journal of Advertising, 23(4), pp.71-77.
Reputation UK, (2016). The Reputation Blog - Reputation.com. [online] Available at:
http://uk.reputation.com/blog/ [Accessed 12 Jan. 2016].