Ideological Ad Targeting in Consumer Markets and the Political Market Place
The main goal of this project is to examine how companies and political parties or campaigns specifically target consumers and voters online with personalized advertising based on their ideology.
Factsheet
- Lead school Business School
- Institute(s) Institute for Applied Data Science & Finance
- Research unit(s) Applied Data Science
- Strategic thematic field Thematic field "Humane Digital Transformation"
- Funding organisation SNSF
- Duration (planned) 01.10.2024 - 31.03.2027
- Project management Prof. Dr. Ulrich Matter
- Head of project Prof. Dr. Ulrich Matter
- Keywords Advertising, Ideology, Online
Situation
Little is known about ideologically targeted online advertising in terms of both the strategies used by companies and political actors, as well as the potential impacts of such advertising measures on consumer privacy and their economic and social consequences.
Course of action
The key findings and insights will reveal the extent to which companies and political actors use targeted advertising and the potential impacts these practices could have on society. Based on the insights gained and the methodology developed in the project (artificial ad targets), an evaluation will be made to determine whether the project goals have been achieved. If necessary, further research may be recommended based on the findings and insights.
