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Adtech Summary and Ethical Issues
One of the harsh realities of innovations in digital technologies is the fact that it is possible to use them to either benefit or potentially harm consumers depending on how they are used. This is certainly the case with adtech, a technological innovation that facilitates location-specific marketing but also allows law enforcement authorities to monitor the whereabouts of consumers for other purposes, including surveillance and interdiction. Taken together, it is clear that adtech represents yet another dual-edged technological innovation. To determine the facts, the purpose of this paper is to review the literature to provide a description of adtech and why it presents such an ethical gray area. Following this review, the paper presents a summary of the research and significant findings concerning adtech and its implications for the future.
Review and Discussion
Advertising technology or adtech is an umbrella term that is used to refer to a wide array of digital tools that are used by software advertisers to reach specifically targeted consumers and to evaluate the effectiveness of digital advertising initiatives. Some of the common tools that are used in adtech applications include demand-side platforms which are used to purchase various types of digital advertisements such as videos and mobile apps (What is adtech and why is it important?, 2022). This description suggests that adtech is a comparatively benign technology...…between marketers and consumers. As Shapiro (2020) emphasizes, Agencies face huge margin challenges to compensate for the heavy adtech tax that cut directly into their profits. In response, they arbitrage across the adtech supply chain without transparency to their clients, creating a host of ethical issues (para. 3).
Conclusion
Just as a hammer in the wrong hands can wreak mayhem and destruction, the tools in the adtech repertoire are capable of performing in ways that are legitimate and ethical, but they are also capable to misuse by marketers and even law enforcement authorities. These considerations mean that the consent precautions that are typically used by consumers in evaluating the trustworthiness of digital marketing may fail to take into account…
References
Archbold, L., Clifford, D., Paterson, M., Richardson, M., & Witzleb, N. (2021). Adtech and Children’s Data Rights. University of New South Wales Law Journal, 44(3), 857–877.
Shapiro, J. (2020, October 26). 50 shades of AdTech ethical gray. The Trust Web Times. Retrieved from https://trustwebtimes.com/50-shades-of-adtech-ethical-gray/.
Braun, J. A. & Eklund, J. L. (2019, January 14). Fake News, Real Money: Ad Tech Platforms, Profit-Driven Hoaxes, and the Business of Journalism. Digital Journalism, 7(1), 1-21. Retrieved from https://doi.org/10.1080/21670811.2018.1556314.
What is adtech and why is it important? (2022). Amazon. Retrieved from https://advertising. amazon.com/library/guides/what-is-adtech.
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