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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

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    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Three questions for Riccardo Fregoso, Executive Creative Director, McCann Paris and President Creative, McCann WorldGroup

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    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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  • News
    Za-naslovnu-prmccann

    Sajo // McCann and the most optimistic people in the world invited to a positive start in 2021

    whitesquare-naslovnica

    White Square Advertising Festival opened early bird call for entries

    BETC-naslovna

    If you had Santa Claus phone number, what would you ask?

    BETC-Lacoste-naslovna

    “Give for good”

    ogilvy-naslovna

    Ogilvy Social.Lab Amsterdam wins global pitch for the International Volleyball Federation

    oraketa-naslovnica

    3,2,1…and Oraketa takes off!

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

    Neli Angelova: Corporate social responsibility is no longer a trend, but reality

  • Opinion
    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

  • Diary

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Young Leaders

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

    Three questions for Tiffany Rolfe, Executive Vice President and Chief Creative Officer, R/GA, USA

    Tri pitanja za Ricardo Fergosso

    Three questions for Riccardo Fregoso, Executive Creative Director, McCann Paris and President Creative, McCann WorldGroup

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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Home Opinion

On the Internet, nobody knows you’re a dog…

When using search engines, it doesn’t matter if the phrase “mailman” was entered by a dog or a father of some kid who wants to play a mailman

13/07/2018
in Opinion
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Tomasz Pirc, stručnjak za korisničko iskustvo i partner, Innovatif

Peter Steiner’s cartoon is one of my first memories related to the internet. I don’t recall whether I saw it when it came out, or a couple of years later when I got internet access and the opportunity to confirm his claim on my own. It’s not just one of the first, but it’s also one of those memes I still love to pull out today. For example, I’ve used it for years to illustrate how much Google has influenced advertising, when they placed interests before demographics. Namely, when using a search engine, it’s not important whether the phrase “mailman” was typed by a dog or a father of a kid who would like to play the postman. Perhaps the nuances come to the fore only when you need to use the credit card to buy that mailman costume, if you know what I mean. The most important thing is the intent expressed by entering the phrase in the search field.

What in such an ecosystem actually remains for the target groups and personal characteristics? At first glance, it seems, very little. Then a potential customer comes to a website and the seller has no information to help him adjust his offer or way of selling. All right, so then let the customer present themselves, or even categorize themselves. But it quickly turns out that the visitor isn’t quite impressed with the proposed solution. Imagine how frustrating it would be if we had to explicitly tell every salesperson in every shoe store our information that she should have recognized already at the first glance of us when we entered the store. In an effort to communicate more effectively with the parties, websites have offered them the ability to open user accounts where they can even store their data for introductory presentation. However, not just those they explicitly state, but also those that they “imply” when they do something in our store. The same principles of compiling a profile, but on a much more sophisticated level – mainly because they have access to larger amounts of data – are used in advertising systems on the internet, enabling them to efficiently target and analyze behavior.

At the same time, we have created thousands of identities which are extremely difficult to manage. Personal data protection becomes a real nightmare. The change that the digital ecosystem already calls for is the establishment of a digitized person – an identity that will be stored with us, and in which we will be able to determine which information we are willing to share with others. Some data, such as age or sex, we will transmit to most systems, while others will be shared only with those carefully selected few. Such an identity should also allow the storage of interactions between an individual and an internet site that should not store these information by itself. A big challenge will be how to protect such identity from abuse. And how to enable masking ourselves when need be. Just so that Steiner’s comic wouldn’t become irrelevant. It will be interesting to observe how this change will affect the efficiency of communication.

Tags: DataInnovatifInternetTomasz Pirc
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