The digital advertising ecosystem : status quo, challenges and trends

Gusic, Nema; Stallone, Valerio

Publication type:	Conference paper
Type of review:	Peer review (publication)
Title:	The digital advertising ecosystem : status quo, challenges and trends
Authors:	Gusic, Nema Stallone, Valerio
et. al:	No
Proceedings:	Proceedings of the 18th International Conference e-Society 2020
Editors of the parent work:	Kommers, Piet Bontchev, Boyan Isaías, Pedro
Page(s):	36
Pages to:	42
Conference details:	18th International Conference e-Society, Virtual Conference, 2-4 April 2020
Issue Date:	2020
Publisher / Ed. Institution:	IADIS Press
ISBN:	978-989-8704-14-6
Language:	English
Subjects:	Digital advertising ecosystem; Digital marketing; Display advertising; Programmatic advertising
Subject (DDC):	658.8: Marketing management
Abstract:	Programmatic advertising comprises complex and dynamic processes that use algorithms to display advertising in an efficient and targeted manner. Since the introduction of real-time bidding in 2009, various authors have tried to describe and visualize a digital advertising ecosystem. These developed models differ in the number of elements, size, direction, shapes and colors. Due to the different visualizations, it is necessary to develop a standardised model that includes all necessary elements of the digital advertising ecosystem. The authors Stallone and Klaas have developed such a standardised model of the digital adverting ecosystem in a previous paper. This paper focuses on the visualization of the digital advertising ecosystem and its acceptance and applicability as a standardised model in practice. By doing so, the authors were able to identify challenges and future trends of programmatic advertising. In a first step, the authors show all actors and technical elements of the ecosystem by means of literature research. In the empirical part of the work, the focus lied on qualitative expert interviews to find out whether all elements in the visualization are relevant and, if necessary, which adjustments the authors would have to do. The evaluation of the expert interviews showed that there have already been initial changes in the digital ecosystem and further adjustments will follow. As a result, a division into a short -term and a long-term ecosystem development made sense. According to experts, companies can apply the model in practice if the adaptions are incorporated. Moreover, the players in the industry agree when it comes to the challenges of programmatic advertising. The greatest challenges include in particular the lack of expertise, the lack of transparency and lack of brand safety. The standardised model is a significant approach to providing an overview and understanding of this highly complex and dynamic ecosystem in both literature and practice.
URI:	http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends https://digitalcollection.zhaw.ch/handle/11475/20695
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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Gusic, N., & Stallone, V. (2020). The digital advertising ecosystem : status quo, challenges and trends [Conference paper]. In P. Kommers, B. Bontchev, & P. Isaías (Eds.), Proceedings of the 18th International Conference e-Society 2020 (pp. 36–42). IADIS Press. http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends

Gusic, N. and Stallone, V. (2020) ‘The digital advertising ecosystem : status quo, challenges and trends’, in P. Kommers, B. Bontchev, and P. Isaías (eds) Proceedings of the 18th International Conference e-Society 2020. IADIS Press, pp. 36–42. Available at: http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends.

N. Gusic and V. Stallone, “The digital advertising ecosystem : status quo, challenges and trends,” in Proceedings of the 18th International Conference e-Society 2020, 2020, pp. 36–42. [Online]. Available: http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends

GUSIC, Nema und Valerio STALLONE, 2020. The digital advertising ecosystem : status quo, challenges and trends. In: Piet KOMMERS, Boyan BONTCHEV und Pedro ISAÍAS (Hrsg.), Proceedings of the 18th International Conference e-Society 2020 [online]. Conference paper. IADIS Press. 2020. S. 36–42. ISBN 978-989-8704-14-6. Verfügbar unter: http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends

Gusic, Nema, and Valerio Stallone. 2020. “The Digital Advertising Ecosystem : Status Quo, Challenges and Trends.” Conference paper. In Proceedings of the 18th International Conference E-Society 2020, edited by Piet Kommers, Boyan Bontchev, and Pedro Isaías, 36–42. IADIS Press. http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends.

Gusic, Nema, and Valerio Stallone. “The Digital Advertising Ecosystem : Status Quo, Challenges and Trends.” Proceedings of the 18th International Conference E-Society 2020, edited by Piet Kommers et al., IADIS Press, 2020, pp. 36–42, http://www.iadisportal.org/digital-library/the-digital-advertising-ecosystem-%C2%96-status-quo-challenges-and-trends.