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How technology is causing an evolution and revolution in media

Author

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  • Schlickum, Caspar

Abstract

Programmatic advertising is seeing incredibly rapid growth, representing around half of digital ad spend in both the USA and UK, and still growing. This paper explores the opportunity and risks, defining what programmatic trading is and how it is helping advertisers deliver better targeted campaigns. It explores the vital importance of data and the potential applications of data in programmatic advertising through the use of data management platforms, but also cautions against equating programmatic advertising with full automation, given the inherent sensitivities and risks of the media buying process. The author argues that this evolution of the media landscape must involve both technology and people, with new skills demanded for the programmatic age.

Suggested Citation

  • Schlickum, Caspar, 2015. "How technology is causing an evolution and revolution in media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(3), pages 236-244, December.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:3:p:236-244
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    More about this item

    Keywords

    programmatic advertising; digital media; data management platform; media buying;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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