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[{"key": "dc.contributor.advisor", "value": "Clements, Kati", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hakala, Karri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-03-25T05:15:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-03-25T05:15:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68305", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Niin lohkoketjuteknologia kuin kohdennettu verkkomainonta ovat hyvin ajankohtaisia aiheita. L\u00e4hes kaikki verkossa oleva mainonta on kohdennettua mainosten ollessa elinehto monelle nykyiselle palvelulle; lohkoketjuteknologian kuitenkin ennustetaan muuttavan nykyiset liiketoimintamallit. Kirjallisuuskatsauksena toteutetun tutkielman tavoitteena on tunnistaa, miten lohkoketjuteknologiaa voitaisiin hy\u00f6dynt\u00e4\u00e4 kohdennetussa verkkomainonnassa. Tutkimuskysymykseksi muodostettiin: \u201dMiten lohkoketjuteknologian avulla voidaan ratkaista kohdennetun verkkomainonnan haasteita?\u201d Kirjallisuuskatsauksen perusteella lohkoketjuteknologia voisi tarjota ratkaisuja useisiin kohdennetun verkkomainonnan haasteisiin. Lohkoketjuteknologian hy\u00f6dynt\u00e4minen voisi korjata ongelmia k\u00e4ytt\u00e4jien tunnistautumisessa poistaen verkkomainonnalle ongelmallisen keinotekoisen liikenteen aiheuttamat kuluja. Lohkoketjuteknologia voisi poistaa kolmansia osapuolia tehden mainonnasta tehokkaampaa yrityksille v\u00e4hent\u00e4en turhia osapuolia. Kolmansien osapuolten v\u00e4hentyminen voisi palauttaa yksityisyyden tunnetta kuluttajille, mik\u00e4 on oleellista mainonnan toimivuuden kannalta. Lis\u00e4ksi lains\u00e4\u00e4d\u00e4nt\u00f6 olisi mahdollista ohjelmoida suoraan lohkoketjuun. Lohkoketjupohjaisia korvaajia nykyisille j\u00e4rjestelmille ei ole kuitenkaan viel\u00e4 onnistuttu toteuttamaan. Suurimpia ongelmia aiheuttaa j\u00e4rjestelmien skaalautuvuus tarpeeksi suuriksi, sek\u00e4 lis\u00e4ksi lains\u00e4\u00e4d\u00e4nt\u00f6 lohkoketjuteknologian ymp\u00e4rill\u00e4 on viel\u00e4 sekavaa. Nykyiset lohkoketjuteknologiaan perustuvat j\u00e4rjestelm\u00e4t ovat siis viel\u00e4 riitt\u00e4m\u00e4tt\u00f6mi\u00e4, mutta niiss\u00e4 uskotaan olevan potentiaalia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Both blockchain technology and targeted online advertising are very topical issues. Almost all online advertising is targeted, with ads being the lifeblood of many existing services; however, blockchain technology is projected to change current business models. The aim of this literature review is to identify how blockchain technology could be used in targeted online advertising. The research question was: \"How can blockchain technology solve the challenges of targeted online advertising?\" Based on the literature review, blockchain technology could provide solutions to many of the challenges of targeted online advertising. Utilizing blockchain technology could solve problems in user identification and eliminate ad fraud saving money in online advertising budgets. Blockchain technology could eliminate third parties, making advertising more effective for businesses, reducing unnecessary parties. A reduction in third parties could restore the feeling of privacy to consumers, which is essential for the effectiveness of advertising. In addition, legislation could be programmed directly into the blockchain. However, large enough blockchain-based substitutes for existing systems have not yet been implemented. The biggest problems are caused by the scalability of the systems, and the legislation around blockchain technology is still confusing. Existing blockchain-based systems are thus still inadequate but are believed to have potential.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-03-25T05:15:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-03-25T05:15:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "27", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "blockchain", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Lohkoketjuteknologia kohdennetussa verkkomainonnassa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202003252522", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkomainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lohkoketjut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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