Perspectives of Programmatic Advertising

Seitz, Jürgen; Zorn, Steffen

doi:10.1007/978-3-319-25023-6_4

Cited by 10 publications

(3 citation statements)

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“…It is important to know how to use ad-blockers properly and how to get legal and relevant information about users so that the right ads can be shown (Johnson et al, 2021). Programmatic ads that use realtime buying strategies may also cost more than standard display ads because of platforms for data and artificial intelligence (Seitz et al, 2016).…”

Section: Mobile Analyticsmentioning

confidence: 99%

Impact of Big Data Analytics on Digital Marketing: Academic Review

Md. Aminul Islam

2024

jes

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Strategic decisions require the use of analytics and big data technologies. Previous study has focused on big data applications, ethics, benefits, drawbacks, and analytical viewpoints, among other things. The goal of this study is to conduct a comprehensive literature assessment in these areas and to fill any research gaps on the impact of big data analytics on digital marketing approaches. We attempted to cover as many as 200 articles, news, publications, and other portals to investigate studies conducted from the past to the present. As a result, this study evaluated the current literature on big data applications and discovered that digital marketing is a vast sector in which big data has a considerable influence on the creation of digital advertising strategies and how advertising is influenced by big data. Using the greatest big data applications, according to past research, can assist selected organizations in overcoming severe limits during one of the world's most catastrophic pandemics. This outcome will benefit academics and industry in two ways: first, the experimental output will navigate the state of mind on the relationship between digital marketing, digital advertising, and big data analytics; second, the data-based result will improve the ability to think more creatively in the future with other industry affiliations.

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Section: Mobile Analyticsmentioning

confidence: 99%

Impact of Big Data Analytics on Digital Marketing: Academic Review

Md. Aminul Islam

2024

jes

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“…Therefore, although all real-time buying is programmatic buying, not all programmatic advertising is bought in real time through RTB, since programmatic is the automation of digital mediabuying, while RTB is a type of programmatic buying (Seitz and Zorn, 2016).…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

The role of perceived usefulness and annoyance on programmatic advertising: the moderating effect of Internet user privacy and cookies

Barriopedro

Valiño

Mansori-Amar

2022

CCIJ

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PurposeThe study of the background to programmatic advertising is of great interest in the context of digital marketing. Therefore, the main aim of this research is to define a structural equation modelling (SEM) model, which allows studying the relationship between the usefulness and privacy of online ads to increase the effectiveness and efficiency of campaigns through the use of computation and big data.Design/methodology/approachA cross-sectional descriptive study based on the Web Browsers Survey was carried out on a sample of 24,062 Internet users by the Association for Media Research. The partial least squares structural equation modelling method (PLS-SEM) was applied to evaluate the model with the study constructs and test the hypotheses.FindingsThe result of this research allows us to know how perceived usefulness (U) and perceived annoyance (A) affect users' privacy concerns (P) and concerns about the storage and use of their data through cookies (C). The authors also seek if there is any relationship between privacy concerns (P) and cookies (C) on users' level of Internet usage (IU).Originality/valueOne of the novelties of this study is the consideration not only of Internet user perceptions but also their concerns about privacy and the use of cookies, as key variables in the strategic management of the use of programmatic advertising in digital marketing.

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“…Source: [12] While programmatic advertising is very well established in markets like the US, it is still playing catch-up in countries like Spain, for instance. In 2015, purchase of programmatic advertising in the US exceeded 10,000 million dollars versus 9,400 million dollars in conventional advertising [13];Meanwhile in Spain, in 2016, out of a total of 259.6 million euros of advertising investment in digital formats and/or digital media, programmatic purchases attracted only 36.9 million euros [3]. Despite that, the average annual growth rate for the 2016 first half showed a 25.6% increase for programmatic advertising [3].…”

Section: Fig 1 Programmatic Advertising Ecosystemmentioning

confidence: 99%

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

Jiménez-Marín

Sanz‐Marcos

Medina

et al. 2020

Int. J. Interact. Mob. Technol.

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<p class="0abstract"><strong>—</strong> In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.</p>

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Perspectives of Programmatic Advertising

Cited by 10 publications

References 0 publications

Impact of Big Data Analytics on Digital Marketing: Academic Review

Impact of Big Data Analytics on Digital Marketing: Academic Review

The role of perceived usefulness and annoyance on programmatic advertising: the moderating effect of Internet user privacy and cookies

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

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