Online-Werbung : Online-Werbung: Per Klage zu Reformen?

Schon Henry Ford wusste, dass die Hälfte der Werbeausgaben verschwendet ist. „Ich weiß nur nicht, welche Hälfte“, soll der Industrielle gesagt haben. Mittlerweile versprechen zahlreiche Tech-Unternehmen, eine Lösung für das uralte Werbedilemma des Streuverlustes zu haben: personalisierte Werbung. In der Regel wird die im Internet über die Praxis des „Real Time Bidding“ (RTB) ausgespielt: Das heißt, dass die Werbeplätze, die Nutzende sehen, in Echtzeit versteigert werden. Um mitbieten zu können, will der Werbetreibende natürlich wissen, für wen er bietet – wofür es zahlreiche Daten braucht. Das Geschäft ist lukrativ: Mit RTB wurden 2019 in Europa rund 6,7 Milliarden Euro umgesetzt.

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