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News and media web pages generate valuable consumer data, collected by third-party servers. Using longitudinal experiments, this article shows that third-party servers are active in 34 cases of European public service media (PSM) websites from 19 countries. This constitutes a pressing privacy problem in relation to GDPR and challenges the notion of PSM organizations 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 different types of European media systems. To provide a benchmark for our analysis, we also analysed 64 private media websites for the presence of third-party servers. The empirical results suggest a pressing need for discussions on whether and how PSM organizations can participate in the commercial web ecology of user data exchange and utilization, for example, for the purposes of user profiling, targeting and PSM performance measurement.
|Journal||Convergence. The International Journal of Research into New Media Technologies|
|Number of pages||27|
|Publication status||Published - 2020|
- Public Service Media
- web privacy measurement
- third-party sites
- Media Policy
- public service broadcasting
- General data protection regulation
- user data
- user tracking
- public service media trust
- public service media
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- 1 Finished
19/10/2015 → 30/12/2022
- 1 Visiting another research institution
- 22 Citations
- 1 Article in proceeding
Sørensen, J. K. & Kosta, S., 13 May 2019, The Web Conference 2019 - Proceedings of the World Wide Web Conference, WWW 2019. Association for Computing Machinery, p. 1590-1600 11 p.
Research output: Contribution to book/anthology/report/conference proceeding › Article in proceeding › Research › peer-review