Performance management of programmatic advertising through controlling

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/61384399:31130/24:00060594

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Performance management of programmatic advertising through controlling

Popis výsledku v původním jazyce

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).

Název v anglickém jazyce

Performance management of programmatic advertising through controlling

Popis výsledku anglicky

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).

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50200 - Economics and Business

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

The Fields of Digital Research: Theoretical, Methodological and Application Challenges

ISBN

9788838613517

Počet stran výsledku

27

Strana od-do

39-65

Počet stran knihy

408

Název nakladatele

McGraw-Hill Education

Místo vydání

Milano

Kód UT WoS kapitoly

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