The planning and implementation process of Programmatic Advertising campaigns in emerging markets
Tiet, T., & Karjaluoto, H. (2022). The planning and implementation process of Programmatic Advertising campaigns in emerging markets. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 32-45). Routledge. https://doi.org/10.4324/9781003093909-5
Date
2022Discipline
Digital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiBasic or discovery scholarshipHyvinvoinnin tutkimuksen yhteisöTyön ja johtamisen muuttuminen digitaalisessa ajassaDigital marketing and CommunicationDigital Business and Economy (focus area)MarketingBasic or discovery scholarshipSchool of WellbeingEmergent work in the digital eraCopyright
© Authors, 2022
Programmatic Advertising has developed rapidly in recent years and becomes the driver of exponential growth in online advertising. Programmatic Advertising initially involved Programmatic Buying and gradually evolved to include Programmatic Creative. This chapter studies aspects of Programmatic Advertising and its planning and implementation process in emerging countries, especially Vietnam. The results suggest that Programmatic Advertising is leveraged for both long-term brand-building campaigns and short-term direct-response campaigns for different reasons because each campaign objective has different planning and implementation processes.
Publisher
RoutledgeParent publication ISBN
978-0-367-55533-7Is part of publication
Contemporary Issues in Digital MarketingPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/101680335
Metadata
Show full item recordCollections
- Kauppakorkeakoulu [1390]
License
Except where otherwise noted, this item's license is described as CC BY-NC-ND 4.0