In today's digital age, online and mobile advertising are of
growing importance, with advertising no longer bound to the
traditional media industry. Although the advertising industry still
has broader access to the different measures and channels, users
and consumers today have more possibilities to publish, get
informed or communicate - to "co-create" -, and to reach a bigger
audience. There is a good chance thus that users and consumers are
better informed about the objectives and persuasive tricks of the
advertising industry than ever before. At the same time,
advertisers can inform about products and services without the
limitations of time and place faced by traditional mass media. But
will there really be a time when advertisers and consumers have
equal power, or does tracking users online and offline lead to a
situation where advertisers have more information about the
consumers than ever before? The volume discusses these questions
and related issues.
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