The Internet is dominated by websites that offer free content and generate their revenue by advertisements. Switching to targeted advertising can create greater revenues, because this increases the relevance of an advertisement. In that way the effectiveness of an advertisement can be increased leading to extra revenue. Targeted online advertising can be described as an advertisement that is based upon information of the receiver, like demographics, browsing behavior and purchase behavior. Companies spend around 2.6 billon dollar on online targeted advertising. But a lot of people show resistance against advertising that is based upon behavioral data, because of, for example, privacy concerns. Fifty percent of the people that are surfing online even believe that tracking user’ online behavior should be illegal (Alreck and Settle, 2007).
Nowadays, almost every one owns a mobile phone. In the United States in 2013 adults spent 20% of their daily media time on their mobile devices (eMarketer, 2013). This year (2016) the global mobile ad spending market will hit the 100 billion dollar milestone of spending and will account for 51% of total digital advertising. (eMarketer, 2016).
People are nowadays renting their spare everything, for example cars, apartments or knowledge to other people through platforms. Recently, four friends developed the Cycleswap platform (Trouw, 2015). Cycleswap provides the opportunity to rent a bike directly from local citizens of Amsterdam. The platform connects tourists and visitors to local citizens. This is the ideal opportunity for tourists and visitors to rent a cheap bike.