The Digital Advertising Conceptual Flow: A Literature Review
| Autor: | Stallone, V., Rocha, A, Reis, JL, Peter, MK, Bogdanovic, Z |
|---|---|
| Přispěvatelé: | Marketing & Supply Chain Management, RS: GSBE other - not theme-related research |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Standardization
Digital marketing Computer science business.industry Display advertising Foundation (evidence) Real-time bidding Data science display advertising Field (computer science) Visualization 658.8: Marketingmanagement digital marketing programmatic advertising business real-time bidding Digital advertising |
| Zdroj: | MARKETING AND SMART TECHNOLOGIES, Proceedings of ICMARKTECH 2019, 167, 1-8 Marketing and Smart Technologies ISBN: 9789811515637 |
| Popis: | This paper presents a systematic review of the literature of 22 research articles, which used a visualization of the digital advertising conceptual flow with a focus on programmatic advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising conceptual flow visualization and explanation. Achieving our aims will bring together fragmented literature to serve as a foundation for research into digital advertising conceptual flows and other related research. In our literature review, we have found discrepancies, which imply different understandings of how the advertising exchange between a publisher and an advertiser works. Our work should minimize the risk of wrong conclusions in literature as well as in practice. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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