Over the Top, Connected, Programmatic and Addressable Television! What Does It All Mean? Definitions and a Call for Research
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DOI: 10.1080/02650487.2019.1599200
Abstract: The idea that television advertising will move to a situation where individuals watching the same programming will view different messages target to them has been around for some time, yet such expenditures have been slow… read more here.
Keywords: programmatic advertising; research; addressable television; advertising ... See more keywords
Programmatic advertising in online retailing: consumer perceptions and future avenues
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DOI: 10.1108/josm-06-2021-0238
Abstract: PurposeDigital advertising enables retailers to rely on large volumes of data on consumers and even leverage artificial intelligence (AI) to target consumers online with personalised and context-aware advertisements. One recent example of such advertisements is… read more here.
Keywords: programmatic advertising; consumer; attitudes towards; consumer perceptions ... See more keywords
Generating Campaign Ads & Keywords for Programmatic Advertising
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DOI: 10.1109/access.2023.3269505
Abstract: Experimenting with different ads and keywords is usual practice in search marketing. Advertisers pause underperforming keywords and ads of a search campaign, and replace them with better alternatives. Therefore, new ads and keywords need to… read more here.
Keywords: generating campaign; campaign ads; programmatic advertising; ads keywords ... See more keywords