Reklam Profesyonellerinin Gözünden Veriye Dayalı Reklamcılığın Bugünü ve Geleceği
Yazarlar (2)
Arş. Gör. Emine FURTIN KAYA Kastamonu Üniversitesi, Türkiye
Doç. Dr. Serdar Yıldız Anadolu Üniversitesi, Türkiye
| Makale Türü |
Özgün Makale
(Ulusal alan endekslerinde (TR Dizin, ULAKBİM) yayınlanan tam makale)
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| Dergi Adı | İletişim Kuram ve Araştırma Dergisi | ||
| Dergi ISSN | 2147-4524 | ||
| Dergi Tarandığı Indeksler | TR DİZİN | ||
| Makale Dili | Türkçe | Basım Tarihi | 11-2025 |
| Kabul Tarihi | 03-11-2025 | Yayınlanma Tarihi | 24-11-2025 |
| Cilt / Sayı / Sayfa | – / 71 / 153–179 | DOI | 10.47998/ikad.1755301 |
| Makale Linki | https://doi.org/10.47998/ikad.1755301 | ||
| UAK Araştırma Alanları |
Dijital Reklamcılık
Reklam Araştırmaları
Reklam Stratejileri
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| Özet |
| This study examines the transformations, challenges, and solution-oriented practices in the field of data-driven advertising from the perspective of advertising professionals in Türkiye. While digitalization has equipped the advertising industry with new tools, it has also raised critical issues concerning user privacy, data security, and the use of third-party cookies. The research focuses on the industry’s response to these challenges and its search for viable solutions. Adopting a qualitative research design, the study employed semi-structured, in-depth interviews with twenty professionals in the data-driven advertising sector. The thematic analysis revealed findings across ten themes under four main sections: sectoral awareness, changes, privacy perception, and new advertising models. The findings indicate that advertising professionals are aware of user privacy issues, however, their practical approaches differ. While some participants stated that a lack of user awareness is at the root of privacy issues, others pointed to structural problems. The professionals also highlighted the growing interest in first-party data and contextual targeting as an alternative to third-party cookies. However, these models present challenges related to cost, reach, and security risks. The study contributes to the current literature in data-driven advertising by revealing the views of advertising professionals on ethical boundaries, digital literacy, and structural regulations. |
| Anahtar Kelimeler |
| Veriye Dayalı Reklamcılık | Reklam Profesyonelleri | Gizlilik Paradoksu | Tematik Analiz | Dijital Reklamcılık |
BM Sürdürülebilir Kalkınma Amaçları
| Atıf Sayıları | |
| Google Scholar | 1 |