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[Consultation] Response to the Centre for Data Ethics and Innovation: [call for a] review of online targeting
Data driven technologies and the internet provide the tools to target content, products and services to different individuals at massive scale and relatively low cost in highly sophisticated ways, monitor outcomes and iterate and improve on targeting approaches in real-time. These tools - and the breadth and depth of data commonly held about people and their online behaviours - distinguish online targeting from the relatively broader kind of targeting of populations that has been used for years. The purpose of the review was to analyse the use of online targeting approaches and to make practical recommendations to the UK Government, industry and civil society for how online targeting can be conducted and governed in a way that facilitates the benefits and minimises the risks it presents. Ther definition of online targeting centres around the customisation of products and services online (including content, services standards and prices) based on data about individual users. Instances of online targeting includes online advertising and personalised social media feeds and recommendations.
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- Skatova, A.; Lorenz-Spreen, P.; Lewandowsky, S.; Leiser, M.R.; Herzog, S.
- Date
- 2019