What is personal advertising

Personalized advertising - user-friendly or brazen espionage?

Overcrowded shops, pushy vendors and the sweater again just the wrong size - such a shopping spree in the city can be quite annoying. To avoid the stress, more and more customers are moving their shopping tours from the city mall to their home PC. However, there is one thing that analog shopping has ahead of its online counterpart: Those who shop outside are not monitored every step of the way in their purchasing behavior and then overwhelmed with advertising offers specially designed for them.

What is personalized advertising?

Personalized Online Advertising - Here's How To Get Rid Of Them
Photo: dpa This is exactly what happens with personalized online advertising. With the help of cookies, browser and device identification, the surfing behavior of users is analyzed in order to deliver advertising that corresponds to personal interests. The result: all of a sudden, targeted advertisements appear on apparently random websites that match the content you viewed previously, for example for products that you viewed in online shops or have already purchased.

In the meantime, online espionage also works across devices. Companies such as Drawbridge or Crosswise have even completely specialized in assigning devices to specific users - a profitable business, because the advertising companies charge a lot for such information.

Cookies: Websites save information on your computer

Cookies are small text files with the help of which websites can recognize Internet users after their first visit. When the browser is closed, they are saved on the computer so that they can be called up the next time the page is opened. They enable the website to adapt to the respective user and make surfing the Internet easier, for example by automatically saving passwords or products in the shopping cart of an online shop. Without cookies, all settings would have to be made anew each time you visit a website.

Products previously viewed in online stores will return as promotional ads
Image: teltarif.de For those who benefit from online advertising, the cookies naturally serve a completely different purpose: Although the small text files themselves do not save any personal data of users, they allow their online activities to be traced across different websites. In this way, companies know what a user is looking for on the Internet, what they have clicked on and what they have bought - and that over longer periods of time, depending on how long the cookies used are stored. Anyone who values ​​data protection should therefore ensure that cookies are used responsibly.

Manage cookies via preference manager

To prevent the use of cookies on certain websites, you can call them up individually and adjust the respective cookie settings. However, it is easier to use a cookie preference manager. Various pages are listed there so that users can conveniently choose whether or not cookies from a provider are allowed.

Preference Manager:

If you want to get rid of personalized online advertising on Google, Facebook or Amazon, you can do so directly on the provider pages. Click here for step-by-step instructions: Turn off personalized advertising in Google.

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