way2go! 7. Coursebook, Schulbuch

144 Unit 09 | Someone’s watching Big data – big business Collecting personal data on the internet has become a big business. Get together with a partner and discuss what that means. What is your personal data? Who is collecting it? Why would someone be interested in your data? Make a list of all the things you have done online (on a computer, on your phone, …) over the last 24 hours. Compare with a partner. What can a company learn about you by observing your online activity? What could they do with this information? Discuss in class. Expand your vocabulary: Online advertising Read the fact sheet and circle the correct options. Check with your teacher. SPEAKING 26 a b c LANGUAGE 27 a M p. 57 What is online advertising? Online advertising is everywhere in the digital world, from simple (1) banners / email spam on web pages to (2) video ads / commercials on streaming sites. There are many reasons for its continuing popularity: It is relatively inexpensive to (3) advertise / reach a wide audience , success or failure of ads can be (4) aimed / tracked easily and, most of all, it is possible to select and (5) personalise / block the ads for a (6) target / general audience . With the collected (7) customer / costumer data from online shops, social media sites and search engines, marketing firms can now use (8) algorithms / surveys to calculate who the users are and then choose who gets to see which ads. The possibilities of online advertising are constantly growing and evolving. (9) Pop-up / Classified ads were once state-of the-art, but now more modern forms such as (10) brochures / advertorials and (11) influencer / flyer marketing are becoming popular. What hasn’t changed are the aims of advertising. Companies are still trying to (12) create a trademark / demand for their products or services by making them look and sound (13) appalling / appealing to customers. But using these (14) contemporary / viral forms of marketing, they can be more effective than ever. Find reasons why the wrong options don’t fit the text and compare your ideas with a partner. Example: You can only get email spam in an email account, but not on a website. Use five of the wrong options in meaningful sentences. Write an entertaining blog post about your experiences with online advertising. Using some expressions and ideas from the previous exercises will help you. b c WRITING 28 Nur zu Prüfzwecken – Eigentum des Verlags öbv