prikaz prve stranice dokumenta Online oglašavanje u okviru ekosustava Google
  Download
PDF 1.42 MB
undergraduate thesis
Online oglašavanje u okviru ekosustava Google
2024. urn:nbn:hr:251:097457
Vukić, Maria Elena
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

Vukić, M. E. (2024). Online oglašavanje u okviru ekosustava Google (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:097457

Vukić, Maria Elena. "Online oglašavanje u okviru ekosustava Google." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:097457

Vukić, Maria Elena. "Online oglašavanje u okviru ekosustava Google." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:097457

Vukić, M. E. (2024). 'Online oglašavanje u okviru ekosustava Google', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 17 October 2024, https://urn.nsk.hr/urn:nbn:hr:251:097457

Vukić ME. Online oglašavanje u okviru ekosustava Google [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 October 17] Available at: https://urn.nsk.hr/urn:nbn:hr:251:097457

M. E. Vukić, "Online oglašavanje u okviru ekosustava Google", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:097457

Please login to the repository to save this object to your list.
Metadata
TitleOnline oglašavanje u okviru ekosustava Google
Title (english)Online advertising within the Google ecosystem
AuthorMaria Elena Vukić
MentorDamir Šebo (mentor)
MentorSnježana Barić-Šelmić (komentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Online oglašavanje je u 21. stoljeću postalo dominantni oblik oglašavanja i značajno je potisnulo popularnost, značaj i profitabilnost tradicionalnih medija. Povezivanjem različitih internetskih platformi u sustav u kojem, u istom cilju, međusobno surađuju i ovise jedna o drugoj, nastali su ekosustavi velikih tehnoloških kompanija. Oglašavanje u okviru ekosustava je još učinkovitije i profitabilnije, ima jači odjek i veći broj konverzija. Ekosustav Google je jedan od najvećih digitalnih ekosustava, doseže ogroman broj ljudi, osobito preko mobilnih mreža, i vrijedan je stotine milijardi američkih dolara. Oglašavanje u okviru ekosustava Google interes je i dobra prilika za prodavatelje, potrošače i pružatelja usluga oglašavanja. Suprotno tome, ekosustav Google je zatvoreni sustav u kojem su transparentnost i sloboda odlučivanja ograničene. To je prostor mogućih i dokazanih zloporaba koje je potrebno osvijestiti i prevenirati. Etika u oglašavanju je ključna za protok istinitih, poštenih i pravednih informacija u digitalnom ekosustavu i rizicima dobrobiti umjetne inteligencije u oglašavanju budućnosti.
Abstract (english)
Online advertising has become the dominant form of advertising in the 21st century and significantly supplanted traditional media in popularity, importance, and profitability. By connecting different Internet platforms into a system in which, with the same goal, they cooperate and are dependent on each other, ecosystems of large technology companies have been created. Advertising within the ecosystem is even more effective and profitable and has a stronger resonance and a higher number of conversions. The Google ecosystem is one of the largest digital ecosystems, reaching many people, specifically via mobile networks, and is worth hundreds of billions of US dollars. Advertising within the Google ecosystem is an interest and opportunity for sellers, consumers, and advertising service providers. Contrary, the Google ecosystem is a closed system in which transparency and decision-making freedom are limited. It is an area of possible and proven abuse that needs to be made aware of and prevented. Ethics in advertising is essential for the flow of authentic, fair, and just information in the digital ecosystem and risks of AI welfare in the announcement of the future.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:097457
Study programmeTitle: BA in Culture, Media and Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulture, medija i menadžmenta (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulture, medija i menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-17 10:34:20