PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST UNIVERSITY STUDENTS

PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST UNIVERSITY STUDENTS

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The internet over the years has developed due to the growth in technology like laptop, telephone, computer, etc. and this has made it possible to target advertising accurately to specific consumers and to use consumer information to tailor the content of advertisements to suit the changing need of consumers.
Internet Advertising Bureau (2012) defined Advertising as a form of communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.
Data Driven Advertising for internet users is the simplified resource on how their data is used to serve advertisements to their web browsers either as pop ups or by other means, where that data comes from, and how it moves through the ecosystem has been a serious issue of consideration by many computer/internet users and various researches has been carried out on this subject matter. Briggs, Rex, Nigel (1997) stated that some quarters have advocated that making use of consumer’s data helps them reach their goals, and consumers get the most from their online experiences and more profit is generated to the advertiser.