Title: The digital advertising ecosystem vizualisation : literature review
Authors : Stallone, Valerio
Klaas, Michael
et. al : No
Proceedings: 17th International Conference e-Society Proceedings 2019
Pages : 289
Pages to: 292
Conference details: 17th International Conference on e-Society 2019, Utrecht, Netherlands, 11-13 April 2019
Editors of the parent work: Kommers, Piet
Ravesteijn, Pascal
Ongena, Guido
Isaias, Pedro
Publisher / Ed. Institution : IADIS
Issue Date: Apr-2019
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subjects : Digital advertising ecosystem; Digital marketing; Display advertising; Real-time bidding
Subject (DDC) : 658.8: Marketing management
Abstract: In this reflection paper we suggest the need for a standardization of digital advertising ecosystem conceptual flow visualizations. We do so, because of the diversity of available visualizations of both concepts in literature and the accompanied risk of wrong conclusions. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference paper
ISBN: 978-989-8533-85-2
URI: https://digitalcollection.zhaw.ch/handle/11475/18429
Appears in Collections:Publikationen School of Management and Law

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