|Publication type:||Conference paper|
|Type of review:||Peer review (abstract)|
|Title:||The digital advertising conceptual flow : a literature review|
|Proceedings:||Marketing and Smart Technologies : Proceedings of ICMarkTech 2019|
|Conference details:||ICMarkTech 2019, Lisboa, Portugal, 8-10 October 2019|
|Series:||Smart Innovation, Systems and Technologies|
|Publisher / Ed. Institution:||Springer|
|Publisher / Ed. Institution:||Singapur|
|Subjects:||Digital marketing; Display advertising; Programmatic advertising; Real-time bidding|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||This paper presents a systematic review of the literature of 22 research articles, which used a visualization of the digital advertising conceptual flow with a focus on programmatic advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising conceptual flow visualization and explanation. Achieving our aims will bring together fragmented literature to serve as a foundation for research into digital advertising conceptual flows and other related research. In our literature review, we have found discrepancies, which imply different understandings of how the advertising exchange between a publisher and an advertiser works. Our work should minimize the risk of wrong conclusions in literature as well as in practice. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research.|
|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|
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Stallone, V. (2020). The digital advertising conceptual flow : a literature review [Conference paper]. Marketing and Smart Technologies : Proceedings of ICMarkTech 2019, 167, 1–8. https://doi.org/10.1007/978-981-15-1564-4_1
Stallone, V. (2020) ‘The digital advertising conceptual flow : a literature review’, in Marketing and Smart Technologies : Proceedings of ICMarkTech 2019. Singapur: Springer, pp. 1–8. Available at: https://doi.org/10.1007/978-981-15-1564-4_1.
V. Stallone, “The digital advertising conceptual flow : a literature review,” in Marketing and Smart Technologies : Proceedings of ICMarkTech 2019, 2020, vol. 167, pp. 1–8. doi: 10.1007/978-981-15-1564-4_1.
Stallone, Valerio. “The Digital Advertising Conceptual Flow : A Literature Review.” Marketing and Smart Technologies : Proceedings of ICMarkTech 2019, vol. 167, Springer, 2020, pp. 1–8, https://doi.org/10.1007/978-981-15-1564-4_1.
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