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The Role of Technology in Building a Competitive Advantage – Programmatic Buying and Its Impact on the Competitiveness of an Organization

Author

Listed:
  • Kozielski Robert
  • Sarna Nikodem

    (University of Lodz, Faculty of Management, Marketing Department, Matejki 22/26, 90-237Łódź, Poland)

Abstract

Research background: Recent years have brought a real explosion of new tools and methods of conducting market activities based on new technologies. Solutions based on new technologies carry great development potential for an organization. There is a belief that new technologies – in particular, programmatic buying (analyzed in this article) – also impact an organization’s ability to compete. Programmatic buying (PB) is a tool but also a new model of sales and purchase of advertising, under which the current package approach (traditional) has been replaced by a fully automated individualized approach.

Suggested Citation

  • Kozielski Robert & Sarna Nikodem, 2020. "The Role of Technology in Building a Competitive Advantage – Programmatic Buying and Its Impact on the Competitiveness of an Organization," Folia Oeconomica Stetinensia, Sciendo, vol. 20(2), pages 216-229, December.
    • Handle: RePEc:vrs:foeste:v:20:y:2020:i:2:p:216-229:n:21
    DOI: 10.2478/foli-2020-0045
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    More about this item

    Keywords

    competitive advantage; strategy; technology; advertising; advertising efficiency; advertising effectiveness; programmatic buying;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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