Dataveillance in Interactive Advertising: Transforming Consumer-Advertiser Interactions and Its Unintended Consequences

Interactive advertising has transformed the relation between consumers and advertisers, with data collection and processing now at its core. Dataveillance—the automated tracking and analysis of large volumes of digital traces—plays a crucial role in enhancing personalization in interactive advertising. However, the increasing reliance on dataveillance raises significant concerns, including impacts on privacy, individual autonomy, ethical considerations, and societal inequalities. This article examines the role of dataveillance across the interactive advertising process, highlighting its implications for the interactions between consumers and advertisers, and its resulting challenges. By mapping these challenges, this article advances theoretical understanding of the interplay between interactive advertising and dataveillance and offers a research agenda to guide future investigations. The research agenda focuses on the impact of dataveillance on advertising effectiveness, consumer interactions, and advertising research.