Understanding the Value Chain in Programmatic Advertising
O'Shea, Michael (2019)
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120925611
https://urn.fi/URN:NBN:fi:amk-2019120925611
Tiivistelmä
Programmatic advertising uses data, machines and systems to buy advertising space. It is one form of data-driven marketing and the largest contributor to online advertising. Many steps of traditional marketing have been automated to the extent that the human side of the process is diminishing. Programmatic advertising relies on data targeting to show the right people the right ads at the right time. The research paper discusses how programmatic advertising works in a general sense and to understand this, the paper goes through a chronological timeline of the brief history of programmatic advertising and the ways that automation and technological breakthroughs enable significant advancements in modern marketing.
The goal of this research is to gain an understanding in to the value chain of programmatic advertising, find out how and what data is being used to make this happen and how much of the process is automated. The research brings light to how companies use data, how they acquire the data and how do they benefit from the data.
This research was conducted using qualitative research methods in order to find empirical evidence. The purpose of qualitative research is to observe and examine to bring forth evidence to support a claim. Leading experts in the field of programmatic advertising were interviewed, one on one, using semi-structured, open ended questions.
The interviews were recorded, transcribed and analysed using coding principles and pattern matching. The results of the research were weighed against the hypothesised value chain and expanded upon by drawing a simplistic diagram of the value chain and reported on to support the goals of the research.
The results give a clear idea as to what programmatic advertising is, how the process works and how data is manipulated through each step to ensure valid and strategic marketing goals. They show that the hypothesised value chain has been standardised and research supports the thesis question. However, the results also show an expansion of the value chain, depending on which side you look. Data is used throughout the chain and powers the process. There are several steps of the way that require human interaction.
The goal of this research is to gain an understanding in to the value chain of programmatic advertising, find out how and what data is being used to make this happen and how much of the process is automated. The research brings light to how companies use data, how they acquire the data and how do they benefit from the data.
This research was conducted using qualitative research methods in order to find empirical evidence. The purpose of qualitative research is to observe and examine to bring forth evidence to support a claim. Leading experts in the field of programmatic advertising were interviewed, one on one, using semi-structured, open ended questions.
The interviews were recorded, transcribed and analysed using coding principles and pattern matching. The results of the research were weighed against the hypothesised value chain and expanded upon by drawing a simplistic diagram of the value chain and reported on to support the goals of the research.
The results give a clear idea as to what programmatic advertising is, how the process works and how data is manipulated through each step to ensure valid and strategic marketing goals. They show that the hypothesised value chain has been standardised and research supports the thesis question. However, the results also show an expansion of the value chain, depending on which side you look. Data is used throughout the chain and powers the process. There are several steps of the way that require human interaction.