Digital Library

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Title:      THE DIGITAL ADVERTISING ECOSYSTEM VISUALIZATION – LITERATURE REVIEW
Author(s):      Valerio Stallone and Michael Klaas
ISBN:      978-989-8533-85-2
Editors:      Piet Kommers, Pascal Ravesteijn, Guido Ongena and Pedro Isaías
Year:      2019
Edition:      Single
Keywords:      Digital Marketing, Display Advertising, Programmatic Advertising, Real-Time Bidding, Digital Advertising Ecosystem
Type:      Full Paper
First Page:      289
Last Page:      292
Language:      English
Cover:      cover          
Full Contents:      click to dowload Download
Paper Abstract:      In this reflection paper, we suggest the need for a standardization of digital advertising ecosystem conceptual flow visualizations. We do so, because of the diversity of available visualizations of both concepts in literature and the accompanied risk of wrong conclusions. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research.
   

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