The author of this paper focuses on how people react with Personalised Advertising in regards to the level of Privacy control they have in a social network. For the needs of this study data from a randomised field experiment to optimised advertising campaigns on Facebook is used. In the middle of the experiment, Facebook improved their privacy policy. Even though Facebook did not chang the way advertisersĀ targeted and personalised ads, users were twice as likely to click onĀ personalisedĀ advertisments.
This paper can help us understand that Shopster has to beĀ concernedĀ about privacy issues. It is aĀ crucialĀ issue how we are going to keep private data safe from other users. We can see from this study that even the effectiveness of personalised advertising is directly related to the privacy controls that each user will have in the application.