Advertising is the deliberate action of promoting and selling goods/ services. Any business person wants to have his or her products to be known by the consumers. The mode of communication with consumers has been changing abruptly. The emergence of information technologies has led advertisers to shift from billboards to internet marketing. Web sites have been numerous, and the numbers are still rising daily. The aim of every advertiser is to reach the highest number of consumers and convince them to buy their products. Hence, more computer IP addresses are needed to reach this goal. Spamvertising is advertising through the medium of spam. Retargeting has been a major technique of online advertising. However, this technique compromises with the internet privacy and liberty. Cookies and spams are a nuisance too. The unsolicited mail and cookies are regarded as security by many internet users. In retargeting, personal information tracking is done, posing a risk of the unnecessary intrusion.
Retargeting is a common online advertising that aims for almost 98% of internet users. They result to impulse buying for many people. Retargeting has been a common advertising mode by a financial institution, travel business and even real estates businesses (Helft & Vega, 2010). A cookie is used to keep track of internet users’ activity while online. A cookie works on users’ computers without even them knowing about it. They modify the content of the website content-wise. A cookie is a file that helps to store the data about the browsing behavior of the internet users. By doing so, the advertiser can capture the attention of the internet user. The technique has been reported to have succeeded in reaching a high number of internet users. Online advertisements have also taken a big role in advertising sphere. Retargeting, also called remarketing, is now very common. It is a perpetual method of convincing people to buy products. This appears to be a nuisance to many internet users. Remarketing has been common in companies like Google and Microsoft (Helft & Vega, 2010). Since 1990’s, online advertising has been pervasive. The businesses have shown much interest in online advertising, since computing has been ubiquitous. Billion of spam messages are sent every day, and the recipients successfully get most of them. Similarly, retargeting advertisements have been common to websites. Online advertising is a lot more helpful than we can imagine. The information can reach many people from different places of the world.
Internet privacy and security have been the major concern of many internet users. Unsolicited emails, advertisements, banners, and other internet based junk messages have left many people concerned. Every internet user fears the vulnerability of using the internet. The internet has been associated with security compromises. Malware and hackers are destructive. Retargeting, advertisements and spam messages have been mentioned as the loopholes. Retargeting has reached a level of precision that leaves many consumers with a fear that they are being watched after (Helft & Vega, 2010). Other than a nuisance, retargeting has been reported to cause security jeopardy. Internet privacy has hence been questionable. People visiting online stores are afraid of attacks by people spying on them without their consent. As a result, internet service providers have been trying by all means possible to improve the security of their clients. Encryption has been a major technique to safeguard the privacy of consumers. Cookies are blamed for many software and hardware problems. The involvement of a third party in online advertising has heightened the fear of malicious attacks. Internet users feel that someone is always following them.
The internet has been a common thing to everybody. The world has been a global village. Online marketing has been a key economic driver (Guha, Cheng, & Francis, 2011). We can neglect the major role played by internet marketing. However, privacy and security must be taken with required seriousness. Efforts have been mitigated to deal with the bad side of the internet. Marketing companies have tried to create faith and loyalties to the consumers that remarketing is safe, but the consumers are still hesitant of the same. Machines do not run by themselves; this is a clear indication that people can retrieve private information, when necessary.
Adverts target a group of potential consumers. Unfortunately, remarketing does not verify the potentiality of internet users. This is a prime reason for many people regarding most online techniques as a nuisance. Most users do not like the interruption of such pop-up or unnecessary directives. The banners associated with remarketing make everyone wary. Moreover, the marketing companies have never established a certain criteria for identifying potential and eligible clients, fitted for the adverts. Online marketing is not selective, anyone using the computer can view the adverts. Various adverts are meant for adults. Such adverts may reach the untargeted group of minors only because they are using computers. The cookies have facilitated online advertising but inflicted privacy (Trepte & Reinecke, 2011). People sharing computers’ browsing history and other confidential information can be seen by other people. The information may be used against the person or as a way of his/her confrontation.
It is important to note that retargeting poses a great risk to the company’s security. Hackers may use such information to intrude to the company servers and steal some information. The security of online advertising has even seen the invention of Privad, an online advertising system that is faster and more secure (Guha, Cheng, & Francis, 2011). A clear indication of the main issues is associated with online marketing. The remarketing has been mentioned as a secure method of online advertising, but consumers are yet suspicious to it. Much has to be done to convince the consumers regarding the safety of their personal credentials.
The same advertising with the same content is annoying to many internet users. The marketer is ought to know that most of their adverts are never viewed fully. For instance, any change to the advert may not be recognized, as many people will tend to ignore them. The retargeting, as a form of online marketing, has kept many internet users uncomfortable. Sometimes people purchase the products they never needed due to perpetual adverts. No one wants to feel that he or she is tracked. The retargeting advertisements are never trusted. Many people do not understand the logic behind retargeting that cause them being suspicious of the entire internet surfing. The internet has not been a free zone. Everybody is suspicious. Advertising engines, such as Google and Yahoo gather information about the users and store them within their data centers (Guha, Cheng, & Francis, 2011). It is unimaginable what would happen if such information would reach people with malice intentions.
Users need to have trust on the digital systems for advertising. However, the trust has been violated - a case where a Google employee spied on the accounts of four underage kids raised concern on privacy and security of online marketing techniques. The advertising techniques are not only boring but also secure. In most cases, you will find many retargeting advertisements within one website from different companies. The advertisements make the website look clumsy. The main interest of the website information intended for the users is lost. Most of the time, the advertisements have information that is misleading and immoral. The cases of pornographic materials have been reported, since the spread took the same course as advertising.
Retargeting, among other online advertising methods, suffers from inaccuracy of exposure. Scrupulous people may use the same retargeting advertisements to send illicit materials to the internet users. The name, addresses and websites may be faked. One may direct to visit a site that he/she never intended to visit. Such a misguidance introduces Internet users to attacks. Behavioral retargeting is a common form of retargeting that is based on the users’ internet activity. The targeted users will then receive banners. This is regarded as an intrusion of privacy. A person tends to feel that their privacy is violated if the private information is exposed to many people (Trepte & Reinecke, 2011).
Internet users, who are the targeted consumers by the marketers need to understand how attacks and privacy violations occur. Every internet user needs to understand that an attacker can inject messages at the dealer to retrieve user’s profile information. Keeping track of browsing activity, therefore, raises many questions. The deception and fraud, associated with internet activity, are costly to the users. Most of the cookies try to modify the website to suit the advertiser’s interests. It makes many internet users believe that the website in not safe. The total control of the computer is denied from the user. Various controversy, associated with cookies, has made people feel insecure while serving. As a result, most of the adverts are never trusted by consumers. Moreover, many people do not know where the cookie originated or how it works.
Cookie-based profiling has been improving the online advertising. However, numerous problems are associated with this technology. Security privacy has been the main concern (Trepte & Reinecke, 2011). The “hidden” technology of cookies leaves internet users with a lot of unanswered questions. Consumer privacy activists have shown distrust in such technology, as they may cause harm to consumers. The advertisements associated with the retargeting advertising have been said to cause unsmooth web surfing. It has been a nuisance to many. Most of the adverts may keep on appearing, yet they are not the products the consumer may prefer. For instance, an alcoholic advert may not be amusing to a person who does not drink. The inaccuracy of the marketer in targeting their consumers may lead to corrupting people morals.
The legality of online advertising with internet privacy and security has also been a great concern. Due to the risks involved in such a mechanism of advertising, various states have enacted laws to protect the internet users from unnecessary spying and malice intrusion. Canada is one of the countries that has passed laws to curb the widespread of spams and other malicious advertisements. The United States have also implemented an antispam law. Many European countries have the laws targeting the spam. This is a vivid indication that the government is concerned with the privacy and security of their people. The internet service providers have also made laws to control the privacy of internet users.
In conclusion, the marketers need to know that not all Internet users are potential consumers of their products. Most importantly, the marketers must be aware of the security threats, associated with their method of products display. The marketers should come up with a method to be used to verify the credibility of the adverts and associated burners. The advertisements are annoying and cause a lot of nuisance. Many computer users are not aware of the technicality of cookies. The cookie tends to modify the appearance and functionality of the website one visits. The users need to understand the logic behind cookies. Marketers should work closely with the ISPs to make sure that the security and privacy of the internet users are not compromised in any way.