Download or read book The Privacy Paradox in the Context of Social Media and its Impact on the Online Advertising Industry written by Tanya Boguslavskaya and published by GRIN Verlag. This book was released on 2016-03-16 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Essay from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10 out of 10, , language: English, abstract: Targeting has proven to be more effective than the standard run-of-network advertising. However, primarily due to the vast aggregation of consumer data, it arouses certain privacy concerns among internet users. This study proposes the necessity of digital advertising regulation by the means of allowing consumers to opt out of online tracking. It is also argued that such regulations will not affect the advertising industry in a negative way due to the existence of the privacy paradox.