The future of data-driven advertising: A qualitative research on problems and possible solutions

Thanks to the integration of new technologies into the digital advertising sector, it has become possible to reach users with targeted ads. Data-driven ads are more attractive and appealing to users than other ads because they cover areas that users have previously been interested in or need. To achieve effective personalized and targeted advertising, advertisers need to increase the quantity and quality of data they collect about users. The collection and use of data causes reactions from the public and decision-makers. The questions of data security, collection of data with consent and with whom the data is shared, for which marketing activities and personalization activities it is used have become a problem for users. The main purpose of the study is to discuss the problems of advertising based on consumer data, which are discussed in the sector and academia, by taking the views of advertising professionals. To discuss the awareness and concerns of advertising professionals about this field and the sustainability of the model, and to examine the current and expected future changes in the field of data-driven advertising. In addition, the conceptual framework of the privacy paradox is examined in order to handle the demand of consumers in terms of the advertising sector. The qualitative research method and phenomenological approach were adopted as the content of the study needed to handle the experiences and views of individuals. 20 data-driven advertising professionals were asked semi-structured in-depth interview questions. The findings were analyzed by thematic analysis method within the framework of the research questions and categorized in ten different themes.