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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