Mobile Advertisements and Privacy Issues Ji-Yeon YOO

Abstract
Considering that the main source of income for Internet businesses is through mobile advertisements, the appearance of a new type of “cash cow” is highly encouraging. Moreover, mobile advertisements in the advertisement industry are highly anticipated to be a win-win situation for both consumers and advertisers. To make the most of this advantage, advertisers are tempted to collect as much information as possible to identify personal preferences, analyze the present environment (based on social networking service (SNS) data), and determine real-time locations. However, mobile advertisements inevitably involve the risk of violating consumer privacy. Therefore, this study examines the different types of mobile advertisements positively influencing consumers while maintaining minimal infringement of privacy.

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