Cookies are small text files placed by websites to track user behavior for targeted advertising. Behavioral targeting uses this data to display tailored ads. DoubleClick, a web advertising company owned by Google, utilizes cookies to track users for behavioral advertising purposes. While this benefits businesses through targeted ads, it also risks divulging private user information and data, which concerns the public regarding their online privacy and how personal data is processed.

1. Cookies
AN APPLICATION OF COOKIES
FOR BEHAVIOURAL
ADVERTISING
FAN SHI
ID: 27743225
MA: Global Media Management
Course: Design one
Digital Presentation:
Filloux (2012)
Reputation UK ( 2016)

2. An application of cookies for
behavioural advertising
 “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
Stallaert, 2014)
 “Behavioural targeting” is the professional term of those tailored adverting,
it has been used for different advertising formats on the Internet. (McStay,
2012)

3. This is a usually
way we can see the
cookies coming in
our computer.

4. Marketing and branding
 https://www.youtube.com/watch?v=960ptyTHpFg
 https://www.youtube.com/watch?v=QGwF5BLciJI
DoubleClick is a web advertising company who works for behavioral advertising

5. 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)

6. Technological Affordances
 ‘Transaction Log Analysis’
 ‘search log’
 ‘transaction logs’
 ‘Cookies ‘
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.
(Halavais, 2009)

7. User Experience
Users of
DoubleClick
Businesses
Danilo Mangini
(Media Manager for Netshoes)
Christine Tan
(manager of Performics company)
Gareth Mulyran,
(Chief executive officer of SE Asia
at Zenith Optimedia)
The public
Benefit from the
behavioural advertising
Worry about the private
information are divulged
DoubleClick by Google, (2016)

8. 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)
 The important thing is the use of cookies also brings about the risk of leaking
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).

9. References:
 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.
2016].
 Halavais, A. (2009). Search engine society. Cambridge: Polity.
 Lister, M. (2009). “New media and new technologies” New media: a critical introduction. London: Routledge,
pp9-44.
 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].