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Title:
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DO NOT HATE THE PLAYERS THE DIGITAL ADVERTISING ECOSYSTEM AND ITS ACTORS |
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Author(s):
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Valerio Stallone |
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ISBN:
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978-989-8533-94-4 |
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Editors:
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Pedro Isaías |
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Year:
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2019 |
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Edition:
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Single |
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Keywords:
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Digital Marketing, Display Advertising, Programmatic Advertising, Real-Time Bidding, Digital Advertising Ecosystem |
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Type:
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Short Paper |
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First Page:
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161 |
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Last Page:
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166 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper presents a systematic review of the literature of 29 research articles, which used a visualization of the digital
advertising ecosystem with a focus on online real-time advertising. This review aims to address a gap in the literature by
identifying a standardization of digital advertising ecosystem visualization and explanation. Achieving this aim will bring
together fragmented literature to serve as a foundation for research into digital advertising ecosystems and other related
research. There are discrepancies, which imply different understandings of how the advertising ecosystem elements work
and communicate. This work should minimize the risk of wrong conclusions in literature as well as in practice. The author
therefore recommends a visualization; future researchers should challenge. |
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