Andrew McStay
3.1Micro-Moments, Liquidity, Intimacy and Automation: Developments in Programmatic Ad-tech
Abstract: This chapter assesses programmatic advertising. Programmatic advertising is characterised by sensitivity to time, location, interests and the ability to reach individuals across a variety of screen types. Here the advertising process is increasingly automated and has the capacity to target people in relation to what they are doing at a given moment in time. Automation applies not only to targeting, but the creation of adverts themselves. To explore recent trends in advertising I draw from developments in finance, liquidity and high-frequency trading. This is less about metaphor, but more that programmatic logic unmistakably derives ...
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