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Abstract(s)
A presente dissertação visa identificar qual a principal necessidade a colmatar após o fim das Third-Party Cookies e consequentemente apresentar as melhores alternativas. Cookies são pequenos ficheiros armazenados nos browsers, com o objetivo de rastrear o navegante, para recolher informação de atividade e identidade. Os websites e/ou plataformas podem instalar cookies de própria autoria (recebendo todos os dados que estas captem) ou cookies disponibilizadas por terceiros (recebendo somente certas informações que a entidade terceira disponibiliza). Estas são, em função da sua origem, respetivamente First-Party Cookies e Third-Party Cookies. Em congruência com novas políticas de privacidade, a Google decidiu abolir as Third-Party Cookies do seu browser, o Google Chrome, o qual representa 60% das utilizações neste mercado. Esta medida tornará então as Third-Party Cookies praticamente obsoletas e consequentemente ditará o fim das mesmas. Este fim afirma-se como um enorme entrave ao funcionamento de uma indústria avaliada, em 2019, em 319 mil milhões de dólares: A indústria da Publicidade Online. Assim sendo, no decorrer desta dissertação, o Targeting Digital foi identificado como a principal necessidade a ser supressa, por meio da metodologia utilizada. Em suma, foram realizadas três entrevistas a representantes de diferentes empresas, cujas opiniões foram tidas em conta e analisadas via uma metodologia de análise qualitativa, a Grounded Theory. Para colmatar então as vantagens que as Third-Party Cookies permitiam no que toca ao Targeting Digital, foram identificadas as alternativas mais adequadas e correntes para o âmbito de cada entrevistado, nomeadamente o Contextual Targeting, Identity Solutions e Data Pools.
This dissertation aims to identify the main need to be addressed after the end of Third-Party Cookies and consequently present the best alternatives. Cookies are small files stored in browsers, with the objective of tracking the navigator, to collect information of activity and identity. The websites and/or platforms may install cookies of their own authorship (receiving all the data they capture) or cookies provided by third parties (receiving only certain information that the third-party entity provides). These are, depending on their origin, First-Party Cookies and Third-Party Cookies, respectively. In accordance with new privacy policies, Google has decided to abolish Third-Party Cookies from its browser, Google Chrome, which accounts for 60% of use in this market. This measure will then make Third-Party Cookies practically obsolete and consequently will dictate their end. This end asserts itself as a huge hindrance to the operation of an industry valued, in 2019, at $319 billion: The Online Advertising industry Therefore, during the course of this dissertation, Digital Targeting was identified as the main need to be suppressed, by means of the methodology used. In short, 3 interviews were conducted with representatives from different companies, whose opinions were taken into account and analyzed via a qualitative analysis methodology, the Grounded Theory. In order to then address the advantages that Third-Party Cookies allowed when it came to Digital Targeting, the most suitable and current alternatives were identified for the scope of each interviewee, namely Contextual Targeting, Identity Solutions and Data Pools.
This dissertation aims to identify the main need to be addressed after the end of Third-Party Cookies and consequently present the best alternatives. Cookies are small files stored in browsers, with the objective of tracking the navigator, to collect information of activity and identity. The websites and/or platforms may install cookies of their own authorship (receiving all the data they capture) or cookies provided by third parties (receiving only certain information that the third-party entity provides). These are, depending on their origin, First-Party Cookies and Third-Party Cookies, respectively. In accordance with new privacy policies, Google has decided to abolish Third-Party Cookies from its browser, Google Chrome, which accounts for 60% of use in this market. This measure will then make Third-Party Cookies practically obsolete and consequently will dictate their end. This end asserts itself as a huge hindrance to the operation of an industry valued, in 2019, at $319 billion: The Online Advertising industry Therefore, during the course of this dissertation, Digital Targeting was identified as the main need to be suppressed, by means of the methodology used. In short, 3 interviews were conducted with representatives from different companies, whose opinions were taken into account and analyzed via a qualitative analysis methodology, the Grounded Theory. In order to then address the advantages that Third-Party Cookies allowed when it came to Digital Targeting, the most suitable and current alternatives were identified for the scope of each interviewee, namely Contextual Targeting, Identity Solutions and Data Pools.
Description
Keywords
Cookies Third-party cookies Targeting