Digital transformation in advertising: The case of programmatic advertising

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Digital transformation in advertising: The case of programmatic advertising

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Digital transformation in advertising: The case of programmatic advertising

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50201 - Economic Theory

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

519-528

Název nakladatele

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

2. 9. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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