How technology is causing an evolution and revolution in media

Caspar Schlickum

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 3, 236-244

Abstract: Programmatic advertising is seeing incredibly rapid growth, representing around half of digital ad spend in both the USA and UK, and still growing. This paper explores the opportunity and risks, defining what programmatic trading is and how it is helping advertisers deliver better targeted campaigns. It explores the vital importance of data and the potential applications of data in programmatic advertising through the use of data management platforms, but also cautions against equating programmatic advertising with full automation, given the inherent sensitivities and risks of the media buying process. The author argues that this evolution of the media landscape must involve both technology and people, with new skills demanded for the programmatic age.

Keywords: programmatic advertising; digital media; data management platform; media buying (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2590/download/ (application/pdf)
https://hstalks.com/article/2590/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:3:p:236-244

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().