Keio University X Dignity Center

Many issues in the attention economy stem from the profit structure, in which revenue can be generated through advertising, irrespective of the content, as long as certain content or information receives considerable attention, such as page views. Moreover, recent years have witnessed the spawning of “impression zombies” that intentionally spread false information to earn profits. Moreover, personal data (including cookie information) are often used for content (recommender systems) and advertising distribution, and the relationship between profit structure and personal data use has become problematic.

This subunit examines and analyzes the actual state of digital advertising from a cross-disciplinary perspective, exploring and proposing new approaches to the advertising ecosystem and personal data utilization that consider not only the interests of advertisers (brand image, etc.), but also the well-being and dignity of advertising creators and consumers.