원문정보
초록
영어
As digital advertising continues to dominate the advertising industry and experience substantial growth, associated criminal activities such as advertising fraud and brand safety risks have become increasingly prevalent. Despite the severity and extent of these crimes, the response in Korea has been lackluster, often perceiving them merely as losses in advertising expenses incurred by corporations. However, it is important to note that these issues have direct repercussions on the end-consumer in the form of increased prices for goods and services. Furthermore, illegal and intrusive advertisements not only cause inconvenience to the viewer, but may also indiscriminately target cognitively vulnerable groups, such as children and the elderly, with the intention of manipulating advertising metrics and artificially inflating performance indicators. In this study, we aim to explore the concept and significance of advertising fraud and brand safety, and to evaluate the current measures taken in the Korean market. Additionally, we will delve into the implications of related policies and emphasize the necessity of digital advertising literacy in addressing these issues.
목차
1. DIGITAL NEW TERRITORIES AND PROBLEMS IN THE ADVERTISING MARKET
2. THE PERILS OF MISPERCEPTION: ADVERTISER AND CONSUMER MISTRUST IN DIGITAL ADVERTISING
3. BRAND SAFETY: NAVIGATING THE DIGITAL ADVERTISING LANDSCAPE
4. THE PSYCHOLOGICAL MECHANISMS OF ADVERTISING FRAUD AND BRAND SAFETY
5. OVERCOMING CHALLENGES FOR BRAND SAFETY IN THE DIGITAL SPACE
6. PROBLEMS WITH ERADICATING ADVERTISING FRAUD AND ENSURING BRAND SAFETY
ACKNOWLEDGEMENT
REFERENCES