The programatic ecosystem. The new digital advertising that connects data with people
DOI:
https://doi.org/10.3145/epi.2018.ene.18Keywords:
Programatic advertising, Digital advertising, Data, Data management, Advertising saturation, Personalization, Information, Communication, Internet, Professional profiles.Abstract
Programmatic advertising as a process capable of offering advantages for companies, combining audience data management with automation/technology and the human factor is analyzed. The starting premise is that in order to solve the problem of advertising saturation, contents has to be connected with the individuals, one by one and in real time. This work brings together the academic and professional knowledge to analyze the keys to this new form of digital advertising and its main challenges. There is also a focus on synergies between the information sciences and the future of programmatic advertising.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Dissemination conditions of the articles once they are published
Authors can freely disseminate their articles on websites, social networks and repositories
However, the following conditions must be respected:
- Only the editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with this copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://www.profesionaldelainformacion.com
- Only the final editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with that copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://revista.profesionaldelainformacion.com
Profesional de la información journal offers the articles in open access with a Creative Commons BY license.