Purpose Media users daily exchange personal data for “free” personalised media. Is this a fair trade, or user “exploitation”? Do personalisation benefits outweigh privacy risks? Design/methodology/approach This study surveyed experts in three consecutive online rounds (e-Delphi). The authors explored personal data processing value for media, personalisation relevance, benefits and risks for users. The authors scrutinised the value-exchange between media and users and determined whether media communicate transparently, or use “dark patterns” to obtain more personal data. Findings Communication to users must be clear, correct and concise (prevent user deception). Experts disagree on “payment” with personal data for “free” personalised media. This study discerned obstacles and solutions to substantially balance the interests of media and users (fair value exchange).
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Personal data and personalisation in media: experts’ perceptions of value, benefits, and risks
The authors scrutinised the value-exchange between media and users and determined whether media communicate transparently, or use “dark patterns” to obtain more personal data.