dc.contributor.author | Tiet, Thanh | |
dc.contributor.author | Karjaluoto, Heikki | |
dc.contributor.editor | Niininen, Outi | |
dc.date.accessioned | 2022-12-19T06:51:19Z | |
dc.date.available | 2022-12-19T06:51:19Z | |
dc.date.issued | 2022 | |
dc.identifier.citation | Tiet, T., & Karjaluoto, H. (2022). The planning and implementation process of Programmatic Advertising campaigns in emerging markets. In O. Niininen (Ed.), <i>Contemporary Issues in Digital Marketing</i> (pp. 32-45). Routledge. <a href="https://doi.org/10.4324/9781003093909-5" target="_blank">https://doi.org/10.4324/9781003093909-5</a> | |
dc.identifier.other | CONVID_101680335 | |
dc.identifier.uri | https://jyx.jyu.fi/handle/123456789/84452 | |
dc.description.abstract | 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. | en |
dc.format.extent | 188 | |
dc.format.mimetype | application/pdf | |
dc.language.iso | eng | |
dc.publisher | Routledge | |
dc.relation.ispartof | Contemporary Issues in Digital Marketing | |
dc.rights | CC BY-NC-ND 4.0 | |
dc.title | The planning and implementation process of Programmatic Advertising campaigns in emerging markets | |
dc.type | bookPart | |
dc.identifier.urn | URN:NBN:fi:jyu-202212195707 | |
dc.contributor.laitos | Kauppakorkeakoulu | fi |
dc.contributor.laitos | School of Business and Economics | en |
dc.contributor.oppiaine | Digital marketing and Communication | fi |
dc.contributor.oppiaine | Digitaalinen liiketoiminta ja talous (painoala) | fi |
dc.contributor.oppiaine | Markkinointi | fi |
dc.contributor.oppiaine | Basic or discovery scholarship | fi |
dc.contributor.oppiaine | Hyvinvoinnin tutkimuksen yhteisö | fi |
dc.contributor.oppiaine | Työn ja johtamisen muuttuminen digitaalisessa ajassa | fi |
dc.contributor.oppiaine | Digital marketing and Communication | en |
dc.contributor.oppiaine | Digital Business and Economy (focus area) | en |
dc.contributor.oppiaine | Marketing | en |
dc.contributor.oppiaine | Basic or discovery scholarship | en |
dc.contributor.oppiaine | School of Wellbeing | en |
dc.contributor.oppiaine | Emergent work in the digital era | en |
dc.type.uri | http://purl.org/eprint/type/BookItem | |
dc.relation.isbn | 978-0-367-55533-7 | |
dc.type.coar | http://purl.org/coar/resource_type/c_3248 | |
dc.description.reviewstatus | peerReviewed | |
dc.format.pagerange | 32-45 | |
dc.type.version | publishedVersion | |
dc.rights.copyright | © Authors, 2022 | |
dc.rights.accesslevel | openAccess | fi |
dc.subject.yso | markkinointi | |
dc.subject.yso | markkinointiviestintä | |
dc.subject.yso | mainonta | |
dc.subject.yso | verkkomainonta | |
dc.subject.yso | kehittyvät markkinat | |
dc.subject.yso | automaatio | |
dc.format.content | fulltext | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p5878 | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p6988 | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p1232 | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p15152 | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p27277 | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p11477 | |
dc.rights.url | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.relation.doi | 10.4324/9781003093909-5 | |
dc.type.okm | A3 | |