1. ZHAW digitalcollection
  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorGusic, Nema-
dc.contributor.authorStallone, Valerio-
dc.date.accessioned2020-10-22T11:50:03Z-
dc.date.available2020-10-22T11:50:03Z-
dc.date.issued2020-
dc.identifier.isbn978-989-8704-14-6de_CH
dc.identifier.urihttp://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trendsde_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/20695-
dc.description.abstractProgrammatic advertising comprises complex and dynamic processes that use algorithms to display advertising in an efficient and targeted manner. Since the introduction of real-time bidding in 2009, various authors have tried to describe and visualize a digital advertising ecosystem. These developed models differ in the number of elements, size, direction, shapes and colors. Due to the different visualizations, it is necessary to develop a standardised model that includes all necessary elements of the digital advertising ecosystem. The authors Stallone and Klaas have developed such a standardised model of the digital adverting ecosystem in a previous paper. This paper focuses on the visualization of the digital advertising ecosystem and its acceptance and applicability as a standardised model in practice. By doing so, the authors were able to identify challenges and future trends of programmatic advertising. In a first step, the authors show all actors and technical elements of the ecosystem by means of literature research. In the empirical part of the work, the focus lied on qualitative expert interviews to find out whether all elements in the visualization are relevant and, if necessary, which adjustments the authors would have to do. The evaluation of the expert interviews showed that there have already been initial changes in the digital ecosystem and further adjustments will follow. As a result, a division into a short -term and a long-term ecosystem development made sense. According to experts, companies can apply the model in practice if the adaptions are incorporated. Moreover, the players in the industry agree when it comes to the challenges of programmatic advertising. The greatest challenges include in particular the lack of expertise, the lack of transparency and lack of brand safety. The standardised model is a significant approach to providing an overview and understanding of this highly complex and dynamic ecosystem in both literature and practice.de_CH
dc.language.isoende_CH
dc.publisherIADIS Pressde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectDigital advertising ecosystemde_CH
dc.subjectDigital marketingde_CH
dc.subjectDisplay advertisingde_CH
dc.subjectProgrammatic advertisingde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleThe digital advertising ecosystem : status quo, challenges and trendsde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.conference.details18th International Conference e-Society, Virtual Conference, 2-4 April 2020de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end42de_CH
zhaw.pages.start36de_CH
zhaw.parentwork.editorKommers, Piet-
zhaw.parentwork.editorBontchev, Boyan-
zhaw.parentwork.editorIsaías, Pedro-
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.title.proceedingsProceedings of the 18th International Conference e-Society 2020de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Gusic, N., & Stallone, V. (2020). The digital advertising ecosystem : status quo, challenges and trends [Conference paper]. In P. Kommers, B. Bontchev, & P. Isaías (Eds.), Proceedings of the 18th International Conference e-Society 2020 (pp. 36–42). IADIS Press. http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends
Gusic, N. and Stallone, V. (2020) ‘The digital advertising ecosystem : status quo, challenges and trends’, in P. Kommers, B. Bontchev, and P. Isaías (eds) Proceedings of the 18th International Conference e-Society 2020. IADIS Press, pp. 36–42. Available at: http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends.
N. Gusic and V. Stallone, “The digital advertising ecosystem : status quo, challenges and trends,” in Proceedings of the 18th International Conference e-Society 2020, 2020, pp. 36–42. [Online]. Available: http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends
GUSIC, Nema und Valerio STALLONE, 2020. The digital advertising ecosystem : status quo, challenges and trends. In: Piet KOMMERS, Boyan BONTCHEV und Pedro ISAÍAS (Hrsg.), Proceedings of the 18th International Conference e-Society 2020 [online]. Conference paper. IADIS Press. 2020. S. 36–42. ISBN 978-989-8704-14-6. Verfügbar unter: http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends
Gusic, Nema, and Valerio Stallone. 2020. “The Digital Advertising Ecosystem : Status Quo, Challenges and Trends.” Conference paper. In Proceedings of the 18th International Conference E-Society 2020, edited by Piet Kommers, Boyan Bontchev, and Pedro Isaías, 36–42. IADIS Press. http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends.
Gusic, Nema, and Valerio Stallone. “The Digital Advertising Ecosystem : Status Quo, Challenges and Trends.” Proceedings of the 18th International Conference E-Society 2020, edited by Piet Kommers et al., IADIS Press, 2020, pp. 36–42, http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends.


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