4
The planning and implementation process of Programmatic Advertising campaigns in emerging markets
Introduction
Boston Consulting Group (2018 – see Further reading) projects that Programmatic Buying ad spend will account for 63% of global display advertising spend by 2020, leaving a 37% ad spend share for direct buying (i.e. when advertisers and/or agencies manually choose individual ad placements and book them directly with publishers). The rapid advancement of Programmatic Advertising has gained the attention of both the advertising industry and the academic community and spurred many research papers on the topic. Several popular research areas under this topic include ...
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