The Role of Big Data in Programmatic TV Advertising

Malthouse, Edward C.; Masłowska, Ewa; Franks, Judy U

doi:10.1007/978-3-658-22681-7_3

Cited by 5 publications

(4 citation statements)

References 19 publications

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“…This would be a great economic development for the largest mainstream news sites, but-depending on where advertisers drew their boundaries-it could be terrible for the websites of independent newspapers and other small news sites, which are already among the hardest hit by declines in digital ad revenue. The impact of such a change would be exacerbated by the fact that smaller publishers are among the most dependent on programmatic exchanges for ad sales, whereas larger publishers tend to sell more ad space directly to brands, falling back on exchanges primarily to hawk leftover inventory (Malthouse, Maslowska & Franks, 2018).…”

Section: Resultsmentioning

confidence: 99%

Fake News, Real Money: Ad Tech Platforms, Profit-Driven Hoaxes, and the Business of Journalism

2019

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Following the viral spread of hoax political news in the lead-up to the 2016 U.S. presidential election, it's been reported that at least some of the individuals publishing these stories made substantial sums of money-tens of thousands of U.S. dollars-from their efforts. Whether or not such hoax stories are ultimately revealed to have had a persuasive impact on the electorate, they raise important normative questions about the underlying media infrastructures and industries-ad tech firms, programmatic advertising exchanges, etc.-that apparently created a lucrative incentive structure for "fake news" publishers. Legitimate ad-supported news organizations rely on the same infrastructure and industries for their livelihood. Thus, as traditional advertising subsidies for news have begun to collapse in the era of online advertising, it's important to understand how attempts to deal with for-profit hoaxes might simultaneously impact legitimate news organizations. Through 20 interviews with stakeholders in online advertising, this study looks at how the programmatic advertising industry understands "fake news," how it conceptualizes and grapples with the use of its tools by hoax publishers to generate revenue, and how its approach to the issue may ultimately contribute to reshaping the financial underpinnings of the digital journalism industry that depends on the same economic infrastructure.

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Section: Resultsmentioning

confidence: 99%

Fake News, Real Money: Ad Tech Platforms, Profit-Driven Hoaxes, and the Business of Journalism

2019

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“…An advancement on other analytic approaches, this process is more dynamic with the ability to learn at speed and recalibrate its subsequent actions. Machine learning can learn from customer responses to provide more effective and efficient media buying strategies (Malthouse et al , 2018a), In this way, machine learning can inform and support marketing communications decision-making on complex and/or rapidly changing data beyond the ability and capacity of a human decision maker. In summary, these evolving technologies provide a foundation for programmatic advertising in its role as an IMC technological capability.…”

Section: Marketing Technology: the Underlying Source Of Programmatic ...mentioning

confidence: 99%

“…The findings also provide a valuable practitioner perspective, which complements the vast majority of advertising research that is consumer oriented, quantitative, not addressing theory building and not providing usable theories for practitioners (Malthouse et al , 2018a). It addresses three of the seven 2020–2022 research priorities of the Marketing Science Institute, including the Evolving Landscape of Martech and Advertising; Tools for Capturing Information to Fuel Growth; and the Rise of Omnichannel Promotion and Distribution.…”

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confidence: 99%

Understanding the link between an IMC technology capability and organisational integration and performance

Allen

Kerr

Valos

et al. 2023

EJM

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Purpose Despite many years of academic research into organisational integration and effectiveness, organisations still struggle to successfully implement strategy and achieve competitive advantage. However, the rapid evolution of marketing technologies such as big data, marketing analytics, artificial intelligence and personalised consumer interactions offer potential for an integrated marketing communication technological capability that aligns and integrates an organisation. Programmatic advertising is one such integrated marketing communication (IMC) technology capability, applying and learning from customer information and behaviours to align and integrate organisational activity. The literature on programmatic is embryonic and a conceptual framework that links its potential to organisational effectiveness is timely. This paper aims to develop a framework showing the potential for programmatic advertising as an IMC technology capability to enhance organisational integration and performance. Design/methodology/approach An exploratory methodology gained insight from 15 depth interviews with senior marketing executives from both organisations and external advertising agencies. Findings Four elements of a programmatic integrated organisation were identified and aligned with seven marketing activity levers to deliver firm performance measures. Research limitations/implications This research contributes to theory, affirming IMC as a capability and positioning programmatic as a means of organisational integration. Practical implications The model also offers guidance for practitioners looking to integrate programmatic into their organisation. Originality/value To the best of the authors’ knowledge, this is the first paper to look at programmatic from an IMC perspective and as a means of organisational integration. It is also the first to apply Moorman and Day’s (2016) model to explore organisational integration and programmatic, developing a new model, specifically contextualised for programmatic advertising.

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“…Delivering personalized ads directly addressing interested audiences not only promises to improve ad relevance and value for consumers but also enables advertisers to improve cost-efficiency by targeting individual households based on specific criteria (Adobe Digital Insights, 2018). Addressable TV allows advertisers to purchase specific audiences (using household segmentation and/or internet device level data) to deliver individual TV ads tailored to different viewers watching the same content (Malthouse et al, 2018a). Imagine a family of four interested in following their home team's football game.…”

Section: Conceptual Foundationmentioning

confidence: 99%

Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions

Brinson

Holiday

2021

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Purpose Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products. Design/methodology/approach The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%). Findings Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests. Originality/value Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.

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The Role of Big Data in Programmatic TV Advertising

Cited by 5 publications

References 19 publications

Fake News, Real Money: Ad Tech Platforms, Profit-Driven Hoaxes, and the Business of Journalism

Fake News, Real Money: Ad Tech Platforms, Profit-Driven Hoaxes, and the Business of Journalism

Understanding the link between an IMC technology capability and organisational integration and performance

Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions

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