The spreading of data-driven approaches in the advertising market is bringing a major transformation to it. Thanks to a knowledgeable use of information, companies are able to enhance and improve their relationships with clients and engage them through every touchpoint. Hence user’s data is becoming an indispensable asset for brands and, for this reason, over the years the necessity to regulate data usage in a more careful and stringent manner emerged. Furthermore, the advertising supply chain is about to face other “possible” changes coming from several legislative measures (e.g. ePrivacy Regulation, Copyright Directive, Decreto Dignità) that may not only revise user’s data management but also some internal dynamics. Hence, this study aims at analyzing what the main impacts of “new” legislations in place, or close to coming into force, are or may be on the different players of the Media chain. In order to achieve this objective, a preliminary Research has been conducted through secondary sources and it allowed to fully understand the legislations (i.e. GDPR, ePrivacy, Copyright Directive and Decreto Dignità) as well as to identify the expected impacts. This step enabled the realization of a theorical matrix that identifies what the expected impacts for each player are. The theorical matrix has been detailed at an empirical level through the identification of four impact areas (cost, time, organization and business). Thereafter a survey has been structured, with a particular focus on GDPR (the only legislation currently into force), and it has been submitted to some players of the advertising supply chain operating in Italy. Finally, in order to further investigate some interesting aspects that emerged from the survey, some case studies deriving from interviews have been proposed. Other than that, in order to fully understand how much the entire ecosystem was ready to the entry into force of GDPR, an ad-hoc focus on investor brands has been proposed. In particular, a qualitative survey has been submitted also to these players of the chain in order to understand their compliance with the regulation.
La diffusione di approcci data-driven sta portando a una profonda trasformazione del mercato pubblicitario. Grazie a un utilizzo sapiente delle informazioni, le aziende possono potenziare e migliorare la relazione con i propri clienti e intercettarli in tutti i punti di contatto. Sempre più quindi il dato sull’utente diventa un asset imprescindibile per i brand e per questo nel tempo è emersa la necessità di regolarne in maniera attenta e stringente l’utilizzo. Oltre a questo, la filiera Media sta per affrontare altri “possibili” cambiamenti derivanti da una serie di provvedimenti legislativi (ePrivacy, Direttiva sul Copyright, Decreto dignità) che potrebbero modificare non solo la gestione del dato sull’utente ma anche alcune dinamiche interne. Questo studio ha quindi l’obiettivo di analizzare l’impatto che i “nuovi” provvedimenti legislativi in atto o in procinto di entrare in vigore hanno o avranno sui vari attori della filiera Media. Al fine di raggiungere tale obiettivo, è stata condotta una Ricerca preliminare tramite fonti secondarie che ha permesso di comprendere appieno le normative (GDPR, ePrivacy, Direttiva sul Copyright e Decreto Dignità) e identificare gli impatti previsti. Questo ha permesso di realizzare una matrice teorica che identificasse per ogni player della filiera l’impatto atteso. La matrice teorica è stata poi approfondita a livello empirico attraverso l’identificazione di quattro aree di impatto (costo, tempo, organizzazione e business). In seguito, è stato anche strutturato un questionario, con un focus specifico sul GDPR (l’unica normativa attualmente in essere) che è stato poi somministrato ad alcune aziende della filiera pubblicitaria operanti in Italia. Infine, per approfondire alcuni aspetti interessanti emersi, sono stati proposti alcuni casi di studio portati avanti tramite interviste. Oltre a questo, per comprendere appieno quanto l’intero ecosistema fosse pronto all’entrata in vigore del GDPR è stato effettuato anche un approfondimento ad hoc sui brand investitori. In particolare, anche a questi player della filiera è stata somministrata una survey qualitativa al fine di comprenderne la conformità al regolamento.
Regulation & Internet advertising : analysis of the impacts and consequences on the ecosystem
RUBIN, FRANCESCA
2017/2018
Abstract
The spreading of data-driven approaches in the advertising market is bringing a major transformation to it. Thanks to a knowledgeable use of information, companies are able to enhance and improve their relationships with clients and engage them through every touchpoint. Hence user’s data is becoming an indispensable asset for brands and, for this reason, over the years the necessity to regulate data usage in a more careful and stringent manner emerged. Furthermore, the advertising supply chain is about to face other “possible” changes coming from several legislative measures (e.g. ePrivacy Regulation, Copyright Directive, Decreto Dignità) that may not only revise user’s data management but also some internal dynamics. Hence, this study aims at analyzing what the main impacts of “new” legislations in place, or close to coming into force, are or may be on the different players of the Media chain. In order to achieve this objective, a preliminary Research has been conducted through secondary sources and it allowed to fully understand the legislations (i.e. GDPR, ePrivacy, Copyright Directive and Decreto Dignità) as well as to identify the expected impacts. This step enabled the realization of a theorical matrix that identifies what the expected impacts for each player are. The theorical matrix has been detailed at an empirical level through the identification of four impact areas (cost, time, organization and business). Thereafter a survey has been structured, with a particular focus on GDPR (the only legislation currently into force), and it has been submitted to some players of the advertising supply chain operating in Italy. Finally, in order to further investigate some interesting aspects that emerged from the survey, some case studies deriving from interviews have been proposed. Other than that, in order to fully understand how much the entire ecosystem was ready to the entry into force of GDPR, an ad-hoc focus on investor brands has been proposed. In particular, a qualitative survey has been submitted also to these players of the chain in order to understand their compliance with the regulation.| File | Dimensione | Formato | |
|---|---|---|---|
|
2019_04_Rubin.pdf
non accessibile
Descrizione: Testo della tesi
Dimensione
2.66 MB
Formato
Adobe PDF
|
2.66 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/146710