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master's thesis
Kolačići i personalizirano oglašavanje
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2023. urn:nbn:hr:131:245644
Margetić, Marina
University of Zagreb
Faculty of Humanities and Social Sciences
Department of information and Communication sciences

Institutional repository: ODRAZ

Cite this document

Margetić, M. (2023). Kolačići i personalizirano oglašavanje (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:245644

Margetić, Marina. "Kolačići i personalizirano oglašavanje." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2023. https://urn.nsk.hr/urn:nbn:hr:131:245644

Margetić, Marina. "Kolačići i personalizirano oglašavanje." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2023. https://urn.nsk.hr/urn:nbn:hr:131:245644

Margetić, M. (2023). 'Kolačići i personalizirano oglašavanje', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 13 January 2025, https://urn.nsk.hr/urn:nbn:hr:131:245644

Margetić M. Kolačići i personalizirano oglašavanje [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2023 [cited 2025 January 13] Available at: https://urn.nsk.hr/urn:nbn:hr:131:245644

M. Margetić, "Kolačići i personalizirano oglašavanje", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:131:245644

Metadata
TitleKolačići i personalizirano oglašavanje
Title (english)HTTP cookies and personalised advertising
AuthorMarina Margetić
MentorKristina Kocijan (mentor)
Committee memberVedran Juričić (predsjednik povjerenstva)
Committee memberVjera Lopina (član povjerenstva)
Committee memberKristina Kocijan (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of information and Communication sciences)
Zagreb
Defense date and country2023-06-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Information Systems and Information Science
Abstract
Razvoj interneta doveo je do raznih promjena u svim aspektima života, pa tako i u oglašavanju. Najveći zadatak, kada se radi o oglašavanju, je kako privući što veći broj raznolikih kupaca ili korisnika. Mnoge tvrtke su rješenje tog problema pronašle upravo u mogućnostima koje internet nudi. U svrhu stvaranja personaliziranih oglasa tvrtke skupljaju određene podatke o korisnicima, a to rade upravo uz pomoć kolačića. U ovom radu je objašnjeno što su kolačići, kako su nastali te kako se i za što danas koriste. Objašnjeno je i personalizirano oglašavanje i kako mu kolačići pridonose. Rad također sadržava usporednu analizu nekoliko poznatih tvrtki u hrvatskoj u području proizvodnje hrane i pića, odnosno njihovog načina prikupljanja kolačića. Cilj istraživanja je prikazati koliko uspješno te tvrtke prikupljaju i koriste kolačiće u svrhu personaliziranog marketinga.
Abstract (english)
The development of Internet has led to various changes in everyday life, including advertising. One of the biggest challenges in marketing is attracting a large amount of diverse users and customers. Numerous companies have found a solution to this problem in the opportunities provided by the use of Internet. In an attempt to produce personalised advertisements, companies collect user data across the web and they do it with the use of cookies. This paper gives an insight into what HTTP cookies are, how they came into use and what they're being used for today, as well as the contribution cookies have in personalised advertising. The paper also contains a comparative analysis of popular food and beverage companies in Croatia in their collection and use of user cookies. The purpose of this analysis is determining how successfully these companies use the collected user cookies for personalised advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:245644
Study programmeTitle: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology
Course: Information Sciences (research)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra informacijskih znanosti (magistar/magistra informacijskih znanosti)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-02-05 19:18:18