Istraživanje spremnosti digitalnih oglašivača u Republici Hrvatskoj na ukidanje kolačića treće strane

master's thesis

• Title (english): Research on the readiness of digital advertisers in the Republic of Croatia for the phasing out of third-party cookies
• Author: Dora Domaćinović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-04-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad istražuje spremnost digitalnih oglašivača u Hrvatskoj na ukidanje kolačića treće strane. Rad se fokusira na trenutno stanje znanja, pripremljenosti, stavove i strategije hrvatskih oglašivača s obzirom na nadolazeću promjenu. U radu se također prikazuju trenutna alternativna rješenja za kolačiće trećih strana dostupna na tržištu. Korištena je kombinacija primarnih i sekundarnih izvora, uključujući kvalitativno istraživanje putem dubinskih intervjua. Rezultati istraživanja pokazuju razinu znanja i pripremljenost oglašivača, te njihove planove za prilagodbu na budućnost bez kolačića trećih strana. Oglašivači u Hrvatskoj pokazuju različite stupnjeve razumijevanja i pripremljenosti za prelazak na okruženje bez kolačića treće strane, istražujući pritom različita alternativna rješenja poput podataka prvih strana, kontekstualnog oglašavanja, Unified ID 2.0, Google Privacy Sandbox i Meta Conversions API. Prelazak predstavlja kako izazove u praćenju i ciljanju korisnika, tako i prilike za razvoj sigurnijih metoda digitalnog oglašavanja koje više poštuju privatnost korisnika. Strateška prilagodba i usvajanje novih tehnologija postaju ključni za održavanje učinkovitosti oglašavanja uz poštivanje korisničke privatnosti i regulatornih okvira. Suradnja unutar industrije i inovacije smatraju se krucijalnim za pronalaženje održivih strategija koje će omogućiti industriji digitalnog oglašavanja da uspješno navigira kroz nadolazeće promjene. Rad pridonosi boljem razumijevanju perspektiva hrvatskih oglašivača u kontekstu promjena u digitalnom oglašavanju.

Abstract (english)

This thesis explores the readiness of digital advertisers in Croatia for the phasing out of third-party cookies. It focuses on the current state of knowledge, readiness, attitudes, and strategies of Croatian advertisers regarding upcoming change. The thesis also outlines the current third-party cookie alternatives available on the market. A combination of primary and secondary sources was used, including qualitative research through in-depth interviews. The findings reveal the level of knowledge and preparedness of advertisers, and their plans for adaptation for the “cokieless” future. Advertisers in Croatia show varying degrees of understanding and readiness for the transition to a “cokieless” future, meanwhile exploring various alternative solutions such as first-party data, contextual advertising, Unified ID 2.0, Google Privacy Sandbox, and Meta Conversions API. The transition presents both challenges in tracking and targeting users, and opportunities for the development of safer digital advertising methods that respect user privacy more. Strategic adaptation and the adoption of new technologies become crucial for maintaining advertising effectiveness while respecting user privacy and regulatory frameworks. Collaboration within the industry and innovation are considered crucial for finding sustainable strategies that will allow the digital advertising industry to successfully navigate through upcoming changes.The thesis contributes to a better understanding of Croatian advertisers' perspectives in the context of changes in digital advertising.

• Keywords: digitalno oglašavanje; privatnost korisnika; kolačići treće strane; strategijska prilagodba; alternativna rješenja
• Keywords (english): digital advertising; user privacy third-party cookies; strategy adaptation; alternative solutions
• Language: croatian
• URN:NBN: urn:nbn:hr:148:141681
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-04-21 18:40:11