| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | Do not hate the players : the digital advertising ecosystem and its actors |
| Authors: | Stallone, Valerio |
| et. al: | No |
| DOI: | 10.33965/icwi2019_201913C022 |
| Proceedings: | Proceedings of the 18th International Conference on WWW/Internet 2019 |
| Editors of the parent work: | Isaías, Pedro |
| Page(s): | 161 |
| Pages to: | 166 |
| Conference details: | 18th International Conference on WWW/Internet 2019, Cagliari, Italy, 7-9 November 2019 |
| Issue Date: | 2019 |
| Publisher / Ed. Institution: | IADIS Press |
| ISBN: | 978-989-8533-94-4 |
| Language: | English |
| Subjects: | Digital advertising ecosystem; Digital marketing; Display advertising; Programmatic advertising |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | This paper presents a systematic review of the literature of 29 research articles, which used a visualization of the digital advertising ecosystem with a focus on online real-time advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising ecosystem visualization and explanation. Achieving this aim will bring together fragmented literature to serve as a foundation for research into digital advertising ecosystems and other related research. There are discrepancies, which imply different understandings of how the advertising ecosystem elements work and communicate. This work should minimize the risk of wrong conclusions in literature as well as in practice. The author therefore recommends a visualization, future researchers should challenge. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/20051 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
There are no files associated with this item.
Show full item record
Stallone, V. (2019). Do not hate the players : the digital advertising ecosystem and its actors [Conference paper]. In P. Isaías (Ed.), Proceedings of the 18th International Conference on WWW/Internet 2019 (pp. 161–166). IADIS Press. https://doi.org/10.33965/icwi2019_201913C022
Stallone, V. (2019) ‘Do not hate the players : the digital advertising ecosystem and its actors’, in P. Isaías (ed.) Proceedings of the 18th International Conference on WWW/Internet 2019. IADIS Press, pp. 161–166. Available at: https://doi.org/10.33965/icwi2019_201913C022.
V. Stallone, “Do not hate the players : the digital advertising ecosystem and its actors,” in Proceedings of the 18th International Conference on WWW/Internet 2019, 2019, pp. 161–166. doi: 10.33965/icwi2019_201913C022.
STALLONE, Valerio, 2019. Do not hate the players : the digital advertising ecosystem and its actors. In: Pedro ISAÍAS (Hrsg.), Proceedings of the 18th International Conference on WWW/Internet 2019. Conference paper. IADIS Press. 2019. S. 161–166. ISBN 978-989-8533-94-4
Stallone, Valerio. 2019. “Do Not Hate the Players : The Digital Advertising Ecosystem and Its Actors.” Conference paper. In Proceedings of the 18th International Conference on WWW/Internet 2019, edited by Pedro Isaías, 161–66. IADIS Press. https://doi.org/10.33965/icwi2019_201913C022.
Stallone, Valerio. “Do Not Hate the Players : The Digital Advertising Ecosystem and Its Actors.” Proceedings of the 18th International Conference on WWW/Internet 2019, edited by Pedro Isaías, IADIS Press, 2019, pp. 161–66, https://doi.org/10.33965/icwi2019_201913C022.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.