| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | The digital advertising conceptual flow : a literature review |
| Authors: | Stallone, Valerio |
| et. al: | No |
| DOI: | 10.1007/978-981-15-1564-4_1 |
| Proceedings: | Marketing and Smart Technologies : Proceedings of ICMarkTech 2019 |
| Volume(Issue): | 167 |
| Page(s): | 1 |
| Pages to: | 8 |
| Conference details: | ICMarkTech 2019, Lisboa, Portugal, 8-10 October 2019 |
| Issue Date: | 2020 |
| Series: | Smart Innovation, Systems and Technologies |
| Publisher / Ed. Institution: | Springer |
| Publisher / Ed. Institution: | Singapur |
| ISBN: | 978-981-15-1563-7 978-981-15-1564-4 |
| ISSN: | 2190-3018 2190-3026 |
| Language: | English |
| 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/20029 |
| 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, 2020. The digital advertising conceptual flow : a literature review. In: Marketing and Smart Technologies : Proceedings of ICMarkTech 2019. Conference paper. Singapur: Springer. 2020. S. 1–8. ISBN 978-981-15-1563-7
Stallone, Valerio. 2020. “The Digital Advertising Conceptual Flow : A Literature Review.” Conference paper. In Marketing and Smart Technologies : Proceedings of ICMarkTech 2019, 167:1–8. Singapur: Springer. https://doi.org/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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