After listen a audio clip about E-business and writing a summary note - Essay Example

“How Companies Are ‘Defining Your Worth’ Online” The audio clip was anchored by Terry Gross, the host of Fresh Air from WHYY and his guest, Joseph Turow, the author of the book entitled “"The Daily You: How the New Advertising Industry is Defining Your Identity and Your Worth" was interviewed regarding the technological intricacies pursued by advertisers through online sites. The interview focused on determining how advertisers and market trackers gather pertinent information from consumers and enable them to send appropriate advertisements to entice potential customers to buy their products or services.

The use of cookies, as text files were reported to allow marketers to recognize what computers and sites that various users access and thereby enable them to track the users’ online movements. Gross began his interview by trying to determine the manner by which data trackers are able to collect and gather personal information using the sites visited by online users. Eventually, the interview delved into finding out how Google, specifically, makes money through advertisers’ posted displays.

The concepts of content display advertising, digital advertising, setting up fan pages, and using social networking sites were expounded. Likewise, Turow illumined listeners on how data marketers and advertisers get to select their target markets through using demographical profiles, such as age, income level and gender. Likewise, Turow emphasized that the most significant trends that users of online sites would see more often are the increased preponderance for video ads, huge ads, banner ads and rich media ads.

The discussion also delved into determining whether advertisers measure the effectiveness of their advertising strategies and their effect on other advertising media: say, the print medium through newspapers or magazines or broadcast medium, through television and radio. Gross raised the question on current concerns on online sites. Turow revealed that there are current issues relating to privacy, social discrimination and the level of respect for information. Turow eventually discussed the need for enforcing stricter policies for ensuring compliance and adherence to privacy and confidentiality.

He compared American privacy policies with European privacy policies; and comparative practices of organizations such as Amazon and Google in terms of their respective designs of privacy policies and their enforcement, as expected. Also these big networking companies were disclosed to needing adherence to using ethical standards and professionalism and not merely focus on trying to outdo each other. Concurrently, Turow also compared the practices of advertisers in gathering information with those techniques used by politicians.

As emphasized, politicians are tailoring advertisements and campaigns to people in practically the same way that advertising agencies are doing in contemporary times. Works Cited Turow, Joseph. How Companies Are Defining Your Worth Online Terry Gross. 22 February 2012. Web. 28 February 2012, from < http://www.npr.org/templates/transcript/transcript.php?storyId=147189154>