List of Illustrations ......................................... vii
Acknowledgement .............................................. viii
Chapter I Introduction .......................................... 1
Ubiquity, language and the everyday 2 Scholars, students
and practitioners ............................................ 5
Frame of reference ........................................... 7
Structure of the book ........................................ 8
Chapter 2 The History and Business Environment of Digital
Advertising ................................................. 12
Setting the scene ........................................... 13
Domesticating digital ....................................... 16
The growth of digital advertising ........................... 17
Online advertising spend, internet usage and consumption
patterns .................................................... 21
Digital agencies: trend towards conglomeration .............. 28
Clients .................................................... 32
Personalized advertising .................................... 34
Business, advertising and web 2.0 ........................... 36
Convergence ................................................. 41
Chapter 3 Form and Content: Beyond the Pop-up ................. 43
Display ..................................................... 43
Email ....................................................... 46
Classified .................................................. 48
Search and portals .......................................... 48
Digital Video ............................................... 54
Social networks ............................................. 61
Virtual environments (case example "Second Life") ........... 66
In-game advertising ......................................... 77
Mobile telephony, locative and outdoor ...................... 82
Chapter 4 The Business Practice and Cultural Contours
of Dataveillance ............................................ 89
A history of surveillance, business and consumers ........... 89
Dataveillance, docile bodies and reliance on Bentham's
panopticon ................................................. 100
Control societies and 'dividualization ..................... 102
Chapter 5 Conceiving User Approaches to Digital
Advertising ................................................ 109
The departure from cyberspace and the Californian
ideology ................................................... 111
Ubiquitous usage and the "everyday" ........................ 116
Active and interactive audiences ........................... 120
Interactive audiences and user-generated content ........... 121
Trust ...................................................... 124
Drivers of concern online: contagion ....................... 127
Targeting: data aggregation and consumer perspectives ...... 129
Chapter 6 Policy and Regulation .............................. 134
Technology and social change ............................... 134
Privacy .................................................... 135
Self-regulation versus legislation in the United States .... 150
Online behavioural advertising: self-regulatory
principles ................................................. 153
Spam and data protection ................................... 163
Advertising to children: the shift to online ............... 167
Exploiting loopholes: the case of viral .................... 172
Chapter 7 Creativity, Science and the New Consumer ........... 175
A brief review of the history of advertising ............... 175
Creativity: central but poorly understood .................. 177
Science versus romanticism ................................. 187
Interactivity .............................................. 190
Creativity in web 2.0 and beyond ........................... 194
Getting creative with locative ............................. 202
Chapter 8 Conclusions, Ethics and Future Directions .......... 205
On-demand fluidity ......................................... 206
Adbusting, risk and digital advertising .................... 209
Adbusting and web 2.0 ...................................... 214
Where next? ................................................ 218
Notes ......................................................... 221
References .................................................... 229
Index ......................................................... 267
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