@inproceedings{3d27fdf805254521ba5947e39bf41b48,
title = "The Digital Advertising Conceptual Flow: A Literature Review",
abstract = "This paper presents a systematic review of the literature of 22 research articles, which used a visualization of the digital advertising conceptual flow with a focus on programmatic advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising conceptual flow visualization and explanation. Achieving our aims will bring together fragmented literature to serve as a foundation for research into digital advertising conceptual flows and other related research. In our literature review, we have found discrepancies, which imply different understandings of how the advertising exchange between a publisher and an advertiser works. Our work should minimize the risk of wrong conclusions in literature as well as in practice. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research.",
keywords = "digital marketing, display advertising, programmatic advertising, real-time bidding",
author = "V. Stallone",
note = "Publisher Copyright: {\textcopyright} 2020, Springer Nature Singapore Pte Ltd.; International Conference on Marketing and Technologies (ICMarkTech) ; Conference date: 27-11-2019 Through 29-11-2019",
year = "2020",
doi = "10.1007/978-981-15-1564-4_1",
language = "English",
isbn = "9789811515637",
volume = "167",
series = "Smart Innovation Systems and Technologies",
publisher = "Springer Verlag",
pages = "1--8",
editor = "A Rocha and JL Reis and MK Peter and Z Bogdanovic",
booktitle = "MARKETING AND SMART TECHNOLOGIES, Proceedings of ICMARKTECH 2019",
address = "Germany",
}