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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Koskela, Tiia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-14T06:55:58Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-14T06:55:58Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/87728", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena oli tutkia uutta ilmi\u00f6t\u00e4: tulevaisuus ilman kolmannen osapuolen ev\u00e4steit\u00e4. Tutkielmassa tutkittiin yksityisyydensuojan kehityst\u00e4 verkossa, sis\u00e4lt\u00e4en yleisen tietosuoja-asetuksen kehityksen. Google on ilmoittanut poistavansa kolmannen osapuolen ev\u00e4steet ekosysteemist\u00e4\u00e4n, joten t\u00e4m\u00e4n pro gradu -tutkielman tavoitteena on tarjota tietoa siit\u00e4, mit\u00e4 vaikutuksia kolmannen osapuolen ev\u00e4steiden poistamisella on, miten verkkomarkkinoijat voivat valmistautua kolmannen osapuolen ev\u00e4steiden poistumiseen ja mit\u00e4 mahdollisia korvaavia vaihtoehtoja kolmannen osapuolen ev\u00e4steille on tulevaisuudessa.\nTutkielmassa k\u00e4ytett\u00e4v\u00e4 tutkimusmuoto oli kvalitatiivinen ja kartoittava tutkimus. Tutkielman data ker\u00e4ttiin kahdentoista verkkohaastattelun kautta. Haastatteluissa k\u00e4ytettiin puolistrukturoituja haastatteluita ja haastateltavat koostuivat laajalti asiantunti- joista verkkomarkkinoinnin alalta.\nT\u00e4m\u00e4n pro gradu -tutkielman tulokset osoittavat, ett\u00e4 verkkotietosuoja on kehittynyt merkitt\u00e4v\u00e4sti vuosien aikana. Suuri osa haastateltavista kuvaili aikaa ennen yleist\u00e4 tietosuoja-asetusta verkon villiksi l\u00e4nneksi. Tuloksissa kuitenkin k\u00e4y ilmi, ett\u00e4 verkkotietosuoja on jopa liian pitk\u00e4lle kehitetty, sill\u00e4 haastateltavien mukaan tiukat lait ja s\u00e4\u00e4d\u00f6kset ovat alkaneet haitata liiketoimintaa.\nKolmannen osapuolen ev\u00e4steiden poistuminen identifioidaan merkitt\u00e4vimm\u00e4ksi muutokseksi verkkokaupan j\u00e4lkeen. Kolmannen osapuolen ev\u00e4steiden poistumisella koetaan olevan huomattavia vaikutuksia koko verkkomarkkinoinnin ekosysteemiin. Tuloksissa esitet\u00e4\u00e4n, ett\u00e4 kolmannen osapuolen ev\u00e4steiden poistumisella on suurin vaikutus kohdentamiseen verkkomarkkinoinnissa sek\u00e4 verkkomarkkinoinnin mittaamiseen. Koska kolmannen osapuolen ev\u00e4steiden poistumisella on suuria vaikutuksia koko verkkomainonnan ekosysteemiin, toimijoiden on t\u00e4rke\u00e4\u00e4 valmistautua t\u00e4h\u00e4n ajoissa.\nT\u00e4m\u00e4n pro gradu -tutkielman tulokset tarjoavat hy\u00f6dyllist\u00e4 tietoa, merkitt\u00e4vi\u00e4 l\u00f6yd\u00f6ksi\u00e4 sek\u00e4 ammattilaisten n\u00e4kemyksi\u00e4 verkkoliiketoiminta-alalle kolmannen osapuolen ev\u00e4steiden poistumisesta, sek\u00e4 vaihtoehtoisista mahdollisuuksista hy\u00f6dynnett\u00e4v\u00e4ksi tulevaisuudessa kolmannen osapuolen ev\u00e4steiden poistumisen j\u00e4lkeen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The goal of this master\u2019s thesis was to study a novel phenomenon: the future without third-party cookies, also known as the cookieless future. The research was conducted by studying the evolution of the online privacy, including the rise of the General Data Protection Regulation. As the Google has announced that it will be removing the third-party cookies from its ecosystem this master\u2019s thesis aims to provide information of what will be the effects of the third-party cookie removal, how online marketing operators can prepare for the removal and what are alternative options after the third-party cookies are removed. The research was conducted with quality research method that uses exploratory research design. The data for this master\u2019s thesis was collected through twelve semi- structured online interviews with professionals in the online marketing industry.\nThe results of this master\u2019s thesis indicates that the online privacy has gone through major evolution during the years. This can be identified from the data of the interviews as major of the interviewees referred the online privacy industry before the GDPR as wild west. However, it is also discussed that the online privacy regulations are even disruptive for the operators nowadays after the development.\nThird-party cookie removal is identified as being the biggest change after the eCommerce and having major effects on the online advertising ecosystem. It is discovered that the targeting and measuring in online advertising will be most affected. The consequences of these are towards advertisers, publishers, society and technology operators. As the third-party cookie removal will have major effects on the whole online advertising ecosystem it is vital for the operators to prepare for the removal. The results of this master\u2019s thesis highlights that the preparing is important to start early.\nThe results of this master\u2019s thesis provide deeper insights for the evolution of online privacy in addition to the existing literature. The findings highlight the importance of knowledge towards the third-party cookie removal and the effects of the removal. In addition, the findings presents new, interesting findings and insights of how the operators should prepare for the removal of third-party cookies with suggestions of new, alternative solutions for the third-party cookies to be utilized in the future.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-14T06:55:57Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-14T06:55:58Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "online privacy", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "third-party cookie removal", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "cookieless future", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Online marketing for the cookieless future in Finland", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202306143796", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ev\u00e4steet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yksityisyys", "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": "Google", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "cookies (files)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "privacy", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "online advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Google", "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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