Overview
Setup: You are advising the company board about ethical considerations of ad technologies in its marketing campaigns.
Company: A company or industry of your choice or a business related to your Capstone project.
- If you choose a media company or publisher, you can discuss their own monetization, ad technologies, & ethical choices.
- company is NIKE
Task: Create a 3-page document that discusses the ethical considerations in your marketing campaigns. Address the following:
- Select one monetization strategy that you believe to be the most ethical.
- Demonstrate your argument for its ethical basis based on the following criteria: 1) potential revenue source(s), 2) customer data insights, and 3) customer targeting, All criteria must be discussed with some detail.
- Using the same three criteria above, concisely deconstruct the ad monetization process for the selected strategy.
- Determine from any algorithmic process or another process that uses artificial intelligence, which strategy may be implemented with the least level of potential bias, and the ethical considerations of such use.
- Justify any use of geotargeting or retargeting which may or may not affect a portion of the customer base of the company. Consider the geographic locations and socio-economic status of the customer.
- In the summary, suggest ways that each of the points listed above can be effectively used for ethical campaigns.
sources:
Dasha D. (2019, July 9). An extensive guide to 8 app monetization modelsLinks to an external site.. Ruby Garage. https://rubygarage.org/blog/top-app-monetization-m...
Mpinganjira, M., & Maduku, D. K. (2019). Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands. Journal of Business Research, 95, 464-478. https://doi.org/10.1016/j.jbusres.2018.07.037
Blustein, A. (2020, June 5). Ad tech suffers from a lack of diversity and inclusion
Links to an external site.. AdWeek.
Waxman, B., & Andrews, C. (2019, February 20). Geotargeting and retargeting in digital marketingLinks to an external site.. Intead. https://services.intead.com/blog/geotargeting-and-...