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The Role of Technology in Building a Competitive Advantage – Programmatic Buying and Its Impact on the Competitiveness of an Organization

Kozielski Robert () and Sarna Nikodem ()
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Sarna Nikodem: University of Lodz, Faculty of Management, Marketing Department, Matejki 22/26, 90-237Łódź, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 216-229

Abstract: Research background: Recent years have brought a real explosion of new tools and methods of conducting market activities based on new technologies. Solutions based on new technologies carry great development potential for an organization. There is a belief that new technologies – in particular, programmatic buying (analyzed in this article) – also impact an organization’s ability to compete. Programmatic buying (PB) is a tool but also a new model of sales and purchase of advertising, under which the current package approach (traditional) has been replaced by a fully automated individualized approach.

Keywords: competitive advantage; strategy; technology; advertising; advertising efficiency; advertising effectiveness; programmatic buying (search for similar items in EconPapers)
JEL-codes: M10 M31 M37 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.2478/foli-2020-0045

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