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dc.contributor.authorGarrido Pintado, Pablo 
dc.contributor.authorCaerols Mateo, Raquel 
dc.contributor.authorGarcía Huertas, Juan Gabriel
dc.date.accessioned2019-10-19T09:56:30Z
dc.date.available2019-10-19T09:56:30Z
dc.date.issued2018
dc.identifier.issn1696-019Xspa
dc.identifier.urihttp://hdl.handle.net/10641/1699
dc.description.abstractThis 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.isoengspa
dc.publisherDoxa Comunicaciónspa
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/*
dc.subjectDigital advertisingspa
dc.subjectProgrammatic advertisingspa
dc.subjectData analysisspa
dc.subjectProfessional profilesspa
dc.subjectMedia planningspa
dc.titleDelphi Study on the evolution and prospects of the advertising programmatic buying in Spain.spa
dc.typearticlespa
dc.description.versionpost-printspa
dc.rights.accessRightsopenAccessspa
dc.description.extent575 KBspa
dc.identifier.doihttps://doi.org/10.31921/doxacom.n27a13spa


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Atribución-NoComercial-SinDerivadas 3.0 España
Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 España