Programmatic advertising: An exegesis of consumer concerns

Samuel, Anthony; White, Gareth; Thomas, Robert J.; Jones, Paul

doi:10.1016/j.chb.2020.106657

Cited by 33 publications

(33 citation statements)

References 107 publications

(108 reference statements)

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“…Our study examines PA, a way for retailers to reach potential consumers online with the efficient automised ad placement based on bidding (Samuel et al, 2021). To date, little is known about consumer attitudes towards PA and towards the retailers who employ PA.…”

Section: Discussionmentioning

confidence: 99%

“…Participants who indicated they did not carefully read the information were not allowed to continue answering the survey. Our goal with this design was to simulate the PA's "best match" between a consumer in a specific context and a suitable ad (Yang et al, 2017) by offering a situation in which the consumers would be directly interested in the ad (Samuel et al, 2021). We kept the media and format of the ad as neutral as possible while mimicking the consumer context (i.e.…”

Section: Methodsmentioning

confidence: 99%

“…The latter entails important implications for retailers and other marketers who aim to advertise their services and communicate with their customers. Samuel et al (2021) discuss three tensions stemming from the social, technological and economic complexity of the PA system: personalisation (i.e. the need for more data to deliver more personalised ads), efficacy (i.e.…”

Section: Data and Personalisation In Online Advertisingmentioning

confidence: 99%

“…On the other hand, studies on how consumers think and behave relative to PA are scarce. Little is known about consumers' attitudes towards PA (as an advertising practice) and their responses to retailers delivering highly personalised ads through big data and analytics (Samuel et al, 2021). Nevertheless, such insights are needed particularly in the current times, as consumers tend to be more attentive to data-related risks overall and increasingly concerned with privacy online (Kabadayi et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Programmatic advertising in online retailing: consumer perceptions and future avenues

Ciuchita

Gummerus

Holmlund

et al. 2022

JOSM

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PurposeDigital advertising enables retailers to rely on large volumes of data on consumers and even leverage artificial intelligence (AI) to target consumers online with personalised and context-aware advertisements. One recent example of such advertisements is programmatic advertising (PA), which is facilitated by automatic bidding systems. Given that retailers are expected to increase their use of PA in the future, further insights on the pros and cons of PA are required. This paper aims to enhance the understanding of the implications of PA use for retailers.Design/methodology/approachA theoretical overview is conducted that compares PA to traditional advertising, with an empirical investigation into consumer attitudes towards PA (an online survey of 189 consumers using an experimental design) and a research agenda.FindingsConsumer attitudes towards PA are positively related to attitudes towards the retailer. Further, perceived ad relevance is positively related to attitudes towards PA, which is moderated by (1) consumer perceptions of risks related to sharing their data with retailers online and (2) consumer perceptions of AI's positive potential. Surprisingly, the disclosed use of AI for PA does not significantly influence consumer attitudes towards PA.Originality/valueThis paper contributes to the literature on technology-enabled services by empirically demonstrating that ad relevance drives consumer attitudes towards PA. This paper further examines two contingencies: risk beliefs related to data (i.e. the source of PA) and perceptions of AI (i.e. the somewhat nebulous technology associated with PA) as beneficial. A research agenda illuminates central topics to guide future research on PA in retailing.

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Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Data and Personalisation In Online Advertisingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Programmatic advertising in online retailing: consumer perceptions and future avenues

Ciuchita

Gummerus

Holmlund

et al. 2022

JOSM

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“…In recognition of its usefulness, PT has been adopted within many management fields, including non-profit organisations (Smith et al, 2012;Lloyd and Woodside, 2015), entrepreneurship (Link et al, 2015), performance management (Miron-Spektor and Beenen, 2015), human resource management (Guerci and Carollo, 2016;Aust et al, 2015), digital advertising (Samuel et al, 2020), leadership and teams (Zhang et al, 2015;Ashforth and Reingen, 2014), public sector organisations (Matthews and Shulman, 2005), strategising (Calabretta et al, 2017;Dameron and Torset, 2014;Schmitt and Raisch, 2013), innovation and creativity (Smith, 2014;Miron-Spektor et al, 2011), sustainability (Ozanne et al, 2016;Scherer et al, 2013) and CSR (Hahn et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Dialectics and dilemmas arising from Covid-19 immunity testing: presenting a workforce management paradox

Davies

White

Samuel

et al. 2021

JWAM

Self Cite

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PurposeCovid-19 has caused many businesses to rethink their short- and potentially long-term workforce operations. The use of lateral flow serology can provide a clinically convenient approach for the assessment of prior infection with Covid-19. However, its widespread adoption in organisations seeking to use it to test for workforce immunity is controversial and confusing. This paper aims to explore the paradoxical dilemmas and dialectics immunity workforce testing creates.Design/methodology/approachThis study involved capturing the ethnographical participation of a chief executive officer (CEO) dealing with the experience of managing the outcomes of Covid-19 workforce immunity testing. The aim was to take a snapshot in time of the CEO's empirical world, capturing their lived experiences to explore how management actions resulting from Covid-19 immunity testing can played out.FindingsProviding staff with immunity tests at first glance appears sensible, decent and a caring action to take. Nevertheless, once such knowledge is personalised by employees, they can, through dialectic dialogue, feel disadvantaged and harbour feelings of unfairness. Subsequently, this paper suggests that immunity testing may only serve to raise awareness and deepen the original management dilemma of whether testing is a worthwhile activity.Originality/valueThis paper aims to be amongst the first works to empirically explore the workforce management challenges that arise within small businesses within the service sector following the completion of Covid-19 immunity testing of their staff. It seeks to achieve this via utilising the robust theoretical framework of the paradox theory to examine Covid-19's impact upon small business workforce management thinking and practice.

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Predictive Programmatic Classification Model to Improve Ad-Campaign Click Through Rate

Saseendran¹,

Sneha²

2021

Communications in Computer and Information Science

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Programmatic advertising: An exegesis of consumer concerns

Cited by 33 publications

References 107 publications

Programmatic advertising in online retailing: consumer perceptions and future avenues

Programmatic advertising in online retailing: consumer perceptions and future avenues

Dialectics and dilemmas arising from Covid-19 immunity testing: presenting a workforce management paradox

Predictive Programmatic Classification Model to Improve Ad-Campaign Click Through Rate

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