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Title:
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THE DIGITAL ADVERTISING ECOSYSTEM
VISUALIZATION LITERATURE REVIEW |
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Author(s):
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Valerio Stallone and Michael Klaas |
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ISBN:
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978-989-8533-85-2 |
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Editors:
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Piet Kommers, Pascal Ravesteijn, Guido Ongena and 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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Full Paper |
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First Page:
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289 |
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Last Page:
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292 |
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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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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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