Transformation digitale et avènement des plateformes programmatiques: la publicité digitale en question

Nabyla Daidj (), Thierry Delecolle, Cédric Diridollou and Catherine Morin
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Nabyla Daidj: IMT-BS - DSI - Département Systèmes d'Information - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management
Thierry Delecolle: ISC Paris - Institut Supérieur du Commerce de Paris
Cédric Diridollou: ISC Paris - Institut Supérieur du Commerce de Paris
Catherine Morin: ISC Paris - Institut Supérieur du Commerce de Paris

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Abstract: Through the concept of platform, this research analyses the digital transformation at work in the media space buying sector faced since 2012 with the emergence of programmatic platforms. These platforms enable publishers to distribute unsold space and advertisers to buy discounted space, in a blind system. The transformation is characterized by the emergence of new intermediate actors in the chain from the advertiser to the publisher. A literature review on the concept of platforms lays the foundation for a grid of analysis of actors' logical through thirteen interviews of digital advertising professionals. It illustrates the economic mechanisms associated to the platforms but also the roles of actors and issues that incumbents should meet to justify their value on the market. Moreover, it shows that the players on the two sides can influence the configuration of the platform and calls for a ref lection on the evolution of the platforms.

Keywords: Stratégie de plateforme; Plateforme programmatique; Données; Ecosystème d'affaires (search for similar items in EconPapers)
Date: 2017-07
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Citations: View citations in EconPapers (1)

Published in Revue management & avenir, 2017, 94, pp.131 - 151. ⟨10.3917/mav.094.0131⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01585295

DOI: 10.3917/mav.094.0131

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