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Author
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Advait Deshpande, Lucie Lechardoy & Francisco Lupiáñez-Villanueva
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Year
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2022
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Publisher
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Econstor
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Abstract
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The growth of online advertising has created several challenges such as excessive ads, highly personalized targeting, algorithmic bias, lack of transparency in ad placement, and complex financial flows in the ad-tech supply chain. Although industries and governments have introduced regulations and policies, monitoring systems often struggle to keep up with the rapidly evolving digital advertising ecosystem. The paper aims to develop a comparative and integrative framework for better regulatory oversight of online advertising. It uses a review of academic and grey literature to identify key challenges, mitigation strategies, and possible outcomes. The framework considers different market players, types of issues, and regulatory strategies. It also highlights areas needing further research and improvement. Overall, the study helps policymakers, researchers, and stakeholders balance the economic benefits of online advertising with user protection and transparency.
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Language
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English