• Abstract

    Personalized advertising on digital platforms: analysis of user perception and acceptance

    Published date: 25/07/2024

    Personalized advertising has become an intrinsic part of digital platforms, significantly influencing the user experience. Therefore, this article aims to analyze users' perception and reach of personalized personalization in online environments. To meet the proposed objectives, the exploratory and descriptive method was developed and as a technical procedure it was decided to carry out a bibliographical research and a questionnaire for data collection. It was possible to verify that the perception of personalized advertising is a complex interaction between users, advertisers and digital platforms. Understanding these nuances is critical to improving user experience and ensuring ethical and effective advertising practices in online environments. This study provides an initial view of these dynamics, paving the way for additional research that can deepen knowledge in this constantly evolving area.

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Academic magazine linked to Communication courses and the Master's Program in Public Policy Management at the University of Vale do Itajaí (Univali).

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