Performance management of programmatic advertising through controlling

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F24%3A%230001119" target="_blank" >RIV/04274644:_____/24:#0001119 - isvavai.cz</a>
Alternative codes found
RIV/61384399:31130/24:00060594
Result on the web
<a href="https://www.bookrepublic.it/ebook/9788838613517-the-fields-of-digital-research-theoretical-methodological-and-application-challenges-mcgraw-hill-education-italy/" target="_blank" >https://www.bookrepublic.it/ebook/9788838613517-the-fields-of-digital-research-theoretical-methodological-and-application-challenges-mcgraw-hill-education-italy/</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Performance management of programmatic advertising through controlling
Original language description
Programmatic advertising is becoming a popular product for online media buyers and an important part of modern marketing. Unfortunately, the demand for digital advertising channels is high, and this environment is stimulating rapid increases in the price of online advertisements. The present study examined this issue in the Czech Republic using the Association for Internet Progress (SPIR) data for Q4 2021 on a research sample of 270,250 records of online advertisements. In the first phase of the study, the sample was analyzed using statistical and mathematical methods. Based on the findings obtained and the method of regression analysis, a model was developed for the dependent variable Cost Per Thousand (CPT). In the second phase of the study, the knowledge gained was used to develop a financial controlling model, which was experimentally tested on n=31 advertisers. The goal of the financial controlling was to improve efficiency of online advertisement and decrease CPT. This experimental testing found that advertisers commonly do not use any tools to optimize online advertisement performance. By implementing and actively using the financial controlling model, online advertisement performance increased on average 10-25% (meaning that CPT decreased).
Czech name
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Czech description
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Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name
The Fields of Digital Research: Theoretical, Methodological and Application Challenges
ISBN
9788838613517
Number of pages of the result
27
Pages from-to
39-65
Number of pages of the book
408
Publisher name
McGraw-Hill Education
Place of publication
Milano
UT code for WoS chapter
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