Operating an Advertising Programmatic Buying Platform: A Case Study

Gonzalvez-Cabañas, Juan Carlos; Mochón, Francisco

doi:10.9781/ijimai.2016.361

Cited by 21 publications

(16 citation statements)

References 5 publications

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“…The advertiser with the highest bid for that ad placement wins and gets its ad rolled out to the user. The number of players on both sides of the exchange and the architecture of the exchange determine the latency of this automated process (Gonzalvez and Mochon, 2016). Real-time advertising auctions have gained ground in the efforts to cope with increasing latency and complexity (Arkhipov et al, 2016).…”

Section: Setting the Stagementioning

confidence: 99%

“…[Demand-side partners aggregate advertisers' bids as supply-side platforms collect them for publishers (Gonzalvez & Mochon, 2016). ] 5) A demand-side partner analyzes the information and collects the bids from connected advertisers, who are interested in targeting the user session.…”

Section: Header Bidding Processmentioning

confidence: 99%

“…Supply-side platforms analyze the available ad impressions against their advertisers' target group (Gonzalvez and Mochon, 2016). They select the highest bid from their advertisers and forward it in real time to the header bidding wrapper for inclusion in the auction (Mukherjee et al, 2017).…”

Section: Header Bidding Supply-side Platformsmentioning

confidence: 99%

“…On the demand side, an advertiser (brand or agency) buys a certain number and quality of impressions depending on budget and advertising goals. Traditionally, publishers and advertisers contracted directly (Balseiro and Candogan, 2017); in the era of smart services, they match supply and demand -automated and real-time -via an ad exchange (Gonzalvez and Mochon, 2016). Among ad exchanges, publishers can choose between waterfall auctions and header bidding auctions.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Header Bidding as Smart Service for Selling Ads in the Digital Era

Loebbecke

Cremer

Richter

2020

J INFORM SYSTEMS ENG

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Header bidding refers to an innovative, smart service for online advertising. It facilitates concurrent, automatic real-time bidding for ad spaces on online publishers' websites and thereby supports online publishers' in their efforts to tackle Google's dominance in the online advertising market. Interdisciplinary service science research on the opportunities and challenges of smart header bidding services is still scarce. To this end, we analyze a comprehensive dataset, covering header bidding solutions and connected supply-side platforms, for the top 20 German website publishers. We carve out requirements for establishing header bidding as a successful smart service in the digital arena and offer some guidance on how to design and take advantage of header bidding services for monetizing publishers' online content. We further suggest that publishers must monitor rising header bidding substitutes, such as Google's exchange bidding, to secure sustainable value creation from header bidding as technology-based service transformation in the digital world.

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Section: Setting the Stagementioning

confidence: 99%

Section: Header Bidding Processmentioning

confidence: 99%

Section: Header Bidding Supply-side Platformsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Header Bidding as Smart Service for Selling Ads in the Digital Era

Loebbecke

Cremer

Richter

2020

J INFORM SYSTEMS ENG

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“…Campaigns and messages can be adapted in real time to the needs and communication channels of consumers. [35]…”

Section: ) Marketing Intelligence As Touchpoint Marketing and Marketmentioning

confidence: 99%

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Lies¹

2019

IJIMAI

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This section introduces marketing from a digital-technological point view, following the popular digitalization processes of corporations. This review thus also describes the current landscape of digital marketing. Digitalization is supposed to be "unavoidable" [2], i.e. it becomes the foundation of applied marketing. With regards to digital marketing in combination with web-based services, marketers are experiencing an epoch "(…) of technology explosion and easy access to it by consumers (…)." [3] 1) Marketing Intelligence as IT-marketing and Big Data Marketing The introductory part of this paper concentrates on the term "marketing intelligence" in order to trace the path from digital data techniques to social engineering. The term "intelligence" is anything but new. As early as the 1960s, Kelley formulated the significance of marketing intelligence for management in the age of the information revolution. Even then, an increase in data volumes had been diagnosed [4]: Market information can be compared with that of military intelligence services. Top management staff must set up information channels at all data collection points. He proposes to create a novel position of "vice

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Rapid Internationalization Emerging Markets Multinationals from Latin America: The Case of the AJE Group

Duque-Ruiz

Zuluaga

González-Pérez

2018

Contributions to Management Science

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the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

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Operating an Advertising Programmatic Buying Platform: A Case Study

Cited by 21 publications

References 5 publications

Header Bidding as Smart Service for Selling Ads in the Digital Era

Header Bidding as Smart Service for Selling Ads in the Digital Era

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Rapid Internationalization Emerging Markets Multinationals from Latin America: The Case of the AJE Group

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