Digital transformation in advertising: The case of programmatic advertising
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525702" target="_blank" >RIV/70883521:28120/20:63525702 - isvavai.cz</a>
Result on the web
<a href="http://hdl.handle.net/10563/45937" target="_blank" >http://hdl.handle.net/10563/45937</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Digital transformation in advertising: The case of programmatic advertising
Original language description
The explosion of Industry 4.0 has been happening in this era, and it is an opportunity for any fields or industries to deploy the new technologies for business development; for example, big data, internet of things, artificial intelligence, data management platform, cloud, and blockchain. Advertising field has significantly changed because high technology is applied in digital advertising that it replaces traditional advertising. Also, digital advertising is becoming increasingly important when it uses the new algorithm-based way of advertising, known as programmatic advertising, which is the automated buying and selling of online advertising. Thus, the purpose of the paper is to analyse the role of programmatic advertising is in the advertising field including the functions of programmatic advertising, differences between programmatic advertising and traditional advertising, and determination of the opportunities and challenges facing a digital transformation in advertising. The designed research focuses on the approach involves analysis and review of the integrative literature, which is a form of research including review, critique, and synthesis of related literature following a generated integrative topic with the new framework and perspective. The finding of the study helps researchers and practitioners who are interested in this field have a deeper understanding of programmatic advertising. The limitation of this paper is not possible to consider all problems related to digital transformation in the advertising field, so further research needs to have many empirical studies that find the impacts of programmatic advertising on specific areas.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
DOKBAT 2020 - 16th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-935-9
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
519-528
Publisher name
Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky
Place of publication
Zlín
Event location
Zlín
Event date
Sep 2, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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