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Programmatic Advertising: forewarning and avoiding hype-cycle failure. / White, Gareth; Samuel, Anthony.

In: Technological Forecasting & Social Change, Vol. 144, No. July 2019, 01.07.2019, p. 157-168.

Research output: Contribution to journalArticle

Harvard

White, G & Samuel, A 2019, 'Programmatic Advertising: forewarning and avoiding hype-cycle failure', Technological Forecasting & Social Change, vol. 144, no. July 2019, pp. 157-168. https://doi.org/10.1016/j.techfore.2019.03.020

APA

White, G., & Samuel, A. (2019). Programmatic Advertising: forewarning and avoiding hype-cycle failure. Technological Forecasting & Social Change, 144(July 2019), 157-168. https://doi.org/10.1016/j.techfore.2019.03.020

Vancouver

White G, Samuel A. Programmatic Advertising: forewarning and avoiding hype-cycle failure. Technological Forecasting & Social Change. 2019 Jul 1;144(July 2019):157-168. https://doi.org/10.1016/j.techfore.2019.03.020

Author

White, Gareth ; Samuel, Anthony. / Programmatic Advertising: forewarning and avoiding hype-cycle failure. In: Technological Forecasting & Social Change. 2019 ; Vol. 144, No. July 2019. pp. 157-168.

BibTeX

@article{0a729cf4ff604880ba48829bcc9c6547,
title = "Programmatic Advertising: forewarning and avoiding hype-cycle failure",
abstract = "The emergence of new technologies has often been examined through their transition along the hype-cycle. While this has been a useful approach, recent research indicates that not all new technologies follow the pattern of the hype-cycle as originally envisaged by Gartner.Programmatic Advertising (PA) is a multi-billion dollar business that uses web-based technologies to deliver highly personalised adverts to prospective consumers in real time. Despite its rapid growth it has received precious little scholarly attention. This study is therefore of interest to PA system developers and adopters since most have little understanding of its operation and limitations, and are poorly equipped to make informed decisions about its adoption and use.Through the construction of a Concept Map of the system and the development of four future states of Programmatic Advertising development, consumer concerns over the ethical usage of data and the real return on investment are issues that are identified as requiring the immediate attention of platform developers in order to mitigate the deleterious effects of hype-cycle decline. The study proffers two alternative means by which the Programmatic Advertising hype-cycle may develop, and unpacks the socioeconomic mechanisms by which a loss of serendipity may occur in Programmatic Advertising systems.",
keywords = "programmatic advertising, hype cycle, concept map, scenario planning, sociotechnical systems",
author = "Gareth White and Anthony Samuel",
year = "2019",
month = "7",
day = "1",
doi = "10.1016/j.techfore.2019.03.020",
language = "English",
volume = "144",
pages = "157--168",
journal = "Technological Forecasting & Social Change",
issn = "0040-1625",
publisher = "Elsevier",
number = "July 2019",

}

RIS

TY - JOUR

T1 - Programmatic Advertising: forewarning and avoiding hype-cycle failure

AU - White, Gareth

AU - Samuel, Anthony

PY - 2019/7/1

Y1 - 2019/7/1

N2 - The emergence of new technologies has often been examined through their transition along the hype-cycle. While this has been a useful approach, recent research indicates that not all new technologies follow the pattern of the hype-cycle as originally envisaged by Gartner.Programmatic Advertising (PA) is a multi-billion dollar business that uses web-based technologies to deliver highly personalised adverts to prospective consumers in real time. Despite its rapid growth it has received precious little scholarly attention. This study is therefore of interest to PA system developers and adopters since most have little understanding of its operation and limitations, and are poorly equipped to make informed decisions about its adoption and use.Through the construction of a Concept Map of the system and the development of four future states of Programmatic Advertising development, consumer concerns over the ethical usage of data and the real return on investment are issues that are identified as requiring the immediate attention of platform developers in order to mitigate the deleterious effects of hype-cycle decline. The study proffers two alternative means by which the Programmatic Advertising hype-cycle may develop, and unpacks the socioeconomic mechanisms by which a loss of serendipity may occur in Programmatic Advertising systems.

AB - The emergence of new technologies has often been examined through their transition along the hype-cycle. While this has been a useful approach, recent research indicates that not all new technologies follow the pattern of the hype-cycle as originally envisaged by Gartner.Programmatic Advertising (PA) is a multi-billion dollar business that uses web-based technologies to deliver highly personalised adverts to prospective consumers in real time. Despite its rapid growth it has received precious little scholarly attention. This study is therefore of interest to PA system developers and adopters since most have little understanding of its operation and limitations, and are poorly equipped to make informed decisions about its adoption and use.Through the construction of a Concept Map of the system and the development of four future states of Programmatic Advertising development, consumer concerns over the ethical usage of data and the real return on investment are issues that are identified as requiring the immediate attention of platform developers in order to mitigate the deleterious effects of hype-cycle decline. The study proffers two alternative means by which the Programmatic Advertising hype-cycle may develop, and unpacks the socioeconomic mechanisms by which a loss of serendipity may occur in Programmatic Advertising systems.

KW - programmatic advertising

KW - hype cycle

KW - concept map

KW - scenario planning

KW - sociotechnical systems

U2 - 10.1016/j.techfore.2019.03.020

DO - 10.1016/j.techfore.2019.03.020

M3 - Article

VL - 144

SP - 157

EP - 168

JO - Technological Forecasting & Social Change

JF - Technological Forecasting & Social Change

SN - 0040-1625

IS - July 2019

ER -

ID: 3201608