Kolačići i personalizirano oglašavanje

master's thesis

• Title (english): HTTP cookies and personalised advertising
• Author: Marina Margetić
• Mentor: Kristina Kocijan (mentor)
• Committee member: Vedran Juričić (predsjednik povjerenstva)
• Committee member: Vjera Lopina (član povjerenstva)
• Committee member: Kristina Kocijan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2023-06-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Information Systems and Information Science

Abstract

Razvoj interneta doveo je do raznih promjena u svim aspektima života, pa tako i u oglašavanju. Najveći zadatak, kada se radi o oglašavanju, je kako privući što veći broj raznolikih kupaca ili korisnika. Mnoge tvrtke su rješenje tog problema pronašle upravo u mogućnostima koje internet nudi. U svrhu stvaranja personaliziranih oglasa tvrtke skupljaju određene podatke o korisnicima, a to rade upravo uz pomoć kolačića. U ovom radu je objašnjeno što su kolačići, kako su nastali te kako se i za što danas koriste. Objašnjeno je i personalizirano oglašavanje i kako mu kolačići pridonose. Rad također sadržava usporednu analizu nekoliko poznatih tvrtki u hrvatskoj u području proizvodnje hrane i pića, odnosno njihovog načina prikupljanja kolačića. Cilj istraživanja je prikazati koliko uspješno te tvrtke prikupljaju i koriste kolačiće u svrhu personaliziranog marketinga.

Abstract (english)

The development of Internet has led to various changes in everyday life, including advertising. One of the biggest challenges in marketing is attracting a large amount of diverse users and customers. Numerous companies have found a solution to this problem in the opportunities provided by the use of Internet. In an attempt to produce personalised advertisements, companies collect user data across the web and they do it with the use of cookies. This paper gives an insight into what HTTP cookies are, how they came into use and what they're being used for today, as well as the contribution cookies have in personalised advertising. The paper also contains a comparative analysis of popular food and beverage companies in Croatia in their collection and use of user cookies. The purpose of this analysis is determining how successfully these companies use the collected user cookies for personalised advertising.

• Keywords: mrežni kolačići; personalizirano oglašavanje; privatnost; digitalni marketing
• Keywords (english): HTTP cookies; personalised advertising; privacy; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:131:245644
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; Course: Information Sciences (research); Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra informacijskih znanosti (magistar/magistra informacijskih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-02-05 19:18:18