Abstract:

Digital surveillance allows people's behavior, appearance, movements, positions or ideas to be monitored by electronic systems. New media technologies such as the internet are used for surveillance purposes, and companies can follow the lives of their potential customers and increasingly customize every aspect of the consumer experience. Access to personalized data has become easier with the digital environment, and personalized advertising has been created. Thanks to the digital environment, businesses can send advertising messages to consumers regardless of time and location, instead of waiting for the consumer to approach the market, the consumer can be vulnerable to these messages produced specifically for them, and their behavior can be directed more easily. Internet advertising is one of the most important sources of income for search engines, news sites and non-commercial publishers. Today, thanks to digital surveillance, advertisements can be associated with user profiles, user information requirements, personalized advertisements can be made, and they have been formed in line with consumer needs and demands. With the collection of data about individuals for advertising purposes, privacy began to be commodified. Although there are studies on digital surveillance phenomenon and consumption, there is almost no study dealing with the surveillance society with advertising. Modern online applications are tailored to user preferences, experiences, and personalized advertising by producing content creates an ethical concern both for the involuntary or voluntary observation of the consumer and for the consumer being unable to protect himself from advertising messages. In this direction, personalized advertising within the framework of digital surveillance has been examined in terms of literature.

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