dc.contributor.author | Garrido Pintado, Pablo | |
dc.contributor.author | Caerols Mateo, Raquel | |
dc.contributor.author | García Huertas, Juan Gabriel | |
dc.date.accessioned | 2019-10-19T09:56:30Z | |
dc.date.available | 2019-10-19T09:56:30Z | |
dc.date.issued | 2018 | |
dc.identifier.issn | 1696-019X | spa |
dc.identifier.uri | http://hdl.handle.net/10641/1699 | |
dc.description.abstract | This article evaluates the phenomenon of programmatic
advertising in Spain. Programmatic advertising automates the
media planning process, and improves efficiency and effectiveness
for the purchase and sale of advertising space. The main objectives
of the study are: to establish consensus regarding a definition of
programmatic purchase; to understand the new professional roles
required as a result of this boom in technology, and to ascertain how
the sector will develop in the future. The research technique used
was the Delphi method. The research results relate to the current
situation, evolution and perspectives of the phenomenon, with
special emphasis on lack of specific training, lack of transparency
and distrust in the inventory as the main obstacles that limit the
development of this technology in our country. | spa |
dc.language.iso | eng | spa |
dc.publisher | Doxa Comunicación | spa |
dc.rights | Atribución-NoComercial-SinDerivadas 3.0 España | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ | * |
dc.subject | Digital advertising | spa |
dc.subject | Programmatic advertising | spa |
dc.subject | Data analysis | spa |
dc.subject | Professional profiles | spa |
dc.subject | Media planning | spa |
dc.title | Delphi Study on the evolution and prospects of the advertising programmatic buying in Spain. | spa |
dc.type | journal article | spa |
dc.type.hasVersion | AM | spa |
dc.rights.accessRights | open access | spa |
dc.description.extent | 575 KB | spa |
dc.identifier.doi | https://doi.org/10.31921/doxacom.n27a13 | spa |