Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Do not hate the players : the digital advertising ecosystem and its actors
Authors : Stallone, Valerio
et. al : No
DOI : 10.33965/icwi2019_201913C022
Proceedings: Proceedings of the 18th International Conference on WWW/Internet 2019
Editors of the parent work: IsaĆ­as, Pedro
Pages : 161
Pages to: 166
Conference details: 18th International Conference on WWW/Internet 2019, Cagliari, Italy, 7-9 November 2019
Issue Date: 2019
Publisher / Ed. Institution : IADIS Press
ISBN: 978-989-8533-94-4
Language : English
Subjects : Digital advertising ecosystem; Digital marketing; Display advertising; Programmatic advertising
Subject (DDC) : 658.8: Marketing management
Abstract: This paper presents a systematic review of the literature of 29 research articles, which used a visualization of the digital advertising ecosystem with a focus on online real-time advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising ecosystem visualization and explanation. Achieving this aim will bring together fragmented literature to serve as a foundation for research into digital advertising ecosystems and other related research. There are discrepancies, which imply different understandings of how the advertising ecosystem elements work and communicate. This work should minimize the risk of wrong conclusions in literature as well as in practice. The author therefore recommends a visualization, future researchers should challenge.
URI: https://digitalcollection.zhaw.ch/handle/11475/20051
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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