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  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorStallone, Valerio-
dc.date.accessioned2020-05-14T14:00:07Z-
dc.date.available2020-05-14T14:00:07Z-
dc.date.issued2020-
dc.identifier.isbn978-981-15-1563-7de_CH
dc.identifier.isbn978-981-15-1564-4de_CH
dc.identifier.issn2190-3018de_CH
dc.identifier.issn2190-3026de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/20029-
dc.description.abstractThis 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.de_CH
dc.language.isoende_CH
dc.publisherSpringerde_CH
dc.relation.ispartofseriesSmart Innovation, Systems and Technologiesde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectDigital marketingde_CH
dc.subjectDisplay advertisingde_CH
dc.subjectProgrammatic advertisingde_CH
dc.subjectReal-time biddingde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleThe digital advertising conceptual flow : a literature reviewde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.publisher.placeSingapurde_CH
dc.identifier.doi10.1007/978-981-15-1564-4_1de_CH
zhaw.conference.detailsInternational Conference on Marketing and Technologies (ICMarkTech), Lisbon, Portugal, 8-10 October 2019de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end8de_CH
zhaw.pages.start1de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume167de_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedingsMarketing and Smart Technologies : Proceedings of ICMarkTech 2019de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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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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