You may have noticed that when you look at products on a search engine, that sam

Question

You may have noticed that when you look at products on a search engine, that same product appears as an advertisement in your social media and other sites you visit. Many search engines provide advertisers with tools for evaluating the impact of different keywords or phrases. These tools typically “track” user behavior patterns and associate products for sale by companies that subscribe to and pay for their services to help identify potential customers. On the other hand, there are also ad-blockers that block this type of communication.

What constraints, if any, should be applied to this practice? Do not repeat ideas that have been posted by other students.

If you are the CIO or an executive manager at a small company that depends on this type of advertising to generate revenue, how might this affect your feelings toward the technology?

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Explanation / Answer

The most important constraint that can be used to optimize these kind of advertising is that if it asks the user about the kind of advertisements that he or she want to see and where they would like to see the ads on the page. This would reduce the invasiveness of the advertising while still protecting the rights of the advertiser and ensuring revenues for the online portal.

As a CIO, the major concerns would be to ensure that ads shown are as per user preferences and also to ensure that they are not very invasive and disturbing for the user who has visited the page. In the same way sufficient amount of space should be given to the advertiser to display their ads without compromising on the content visibility, thus layout of the page becomes very important post this change.

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