Public Service Media Online, Advertising and the Third-Party User Data Business: A Trade versus Trust Dilemma?

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

News and media webpages generate valuable consumer data, collected by third-party servers. Via longitudinal experiment this paper shows that also in 35 cases of European public service media (PSM) websites from 19 countries, third party servers are active. This does not only constitute a pressing privacy problem in relation to GDPR but it also challenges the notion of PSM organisations as particularly trusted providers of media content. This has implications for their role and placement in the commercial media landscape as well as for their independency, but also for their survival in the future media landscape. Our analysis shows not only connections between the presence of advertisement and the number of third party servers found, but also a reflection of the different types of European media systems. To provide a benchmark for our analysis, 64 private media websites has also analysed for the presence of third-party servers. The empirical results creates a pressing need for discussions on whether or how PSM organisations participate in the commercial web ecology of user data exchange and utilisation, e.g. for the purposes of user profiling, targeting and PSM performance measurement.
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News and media webpages generate valuable consumer data, collected by third-party servers. Via longitudinal experiment this paper shows that also in 35 cases of European public service media (PSM) websites from 19 countries, third party servers are active. This does not only constitute a pressing privacy problem in relation to GDPR but it also challenges the notion of PSM organisations as particularly trusted providers of media content. This has implications for their role and placement in the commercial media landscape as well as for their independency, but also for their survival in the future media landscape. Our analysis shows not only connections between the presence of advertisement and the number of third party servers found, but also a reflection of the different types of European media systems. To provide a benchmark for our analysis, 64 private media websites has also analysed for the presence of third-party servers. The empirical results creates a pressing need for discussions on whether or how PSM organisations participate in the commercial web ecology of user data exchange and utilisation, e.g. for the purposes of user profiling, targeting and PSM performance measurement.
Original languageEnglish
JournalConvergence. The International Journal of Research into New Media Technologies
ISSN1354-8565
DOI
Publication statusE-pub ahead of print - 2019
Publication categoryResearch
Peer-reviewedYes

    Research areas

  • Public Service Media, privacy, trust, web privacy measurement, third-party sites, Media Policy, public service broadcasting, GDPR, General data protection regulation

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Projects

ID: 266341725