Programmatic Advertising: Forewarning and avoiding hype-cycle failure

Gareth R.T. White and Anthony Samuel

Technological Forecasting and Social Change, 2019, vol. 144, issue C, 157-168

Abstract: The emergence of new technologies has often been examined through their transition along the hype-cycle. While this has been a useful approach, recent research indicates that not all new technologies follow the pattern of the hype-cycle as originally envisaged by Gartner.

Keywords: Programmatic Advertising; Hype-cycle; Concept Map; Scenario planning; Sociotechnical systems (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:144:y:2019:i:c:p:157-168

DOI: 10.1016/j.techfore.2019.03.020

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