Programmatic advertising: An exegesis of consumer concerns
نویسندگان
چکیده
Programmatic advertising is a nascent and rapidly growing information technology phenomenon that reacts to, impacts upon, consumers their behavior. Despite its popularity widespread use, research in the area remains scant our current knowledge based upon preponderance of practitioner-generated literature. This study contributes to understanding this by unpacking means which it functions interacts with consumers. The draws paradox theory deconstruct programmatic advertising's inherent tensions as dilemmas dialectics. Adopting organisations are faced dilemma pursuing acquisition increasingly detailed order provide more personalized offerings, yet doing so increases likelihood creating sense fear distrust among automation appears attractive presents adverts may be inappropriately placed. Finally, true cost/benefit unclear, adopters, platform providers developers need engage dialectic fully understand communicate financial implications. Through identifying these fundamental constraints, affords pathways for system actors ameliorate their, customers' concerns.
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ژورنال
عنوان ژورنال: Computers in Human Behavior
سال: 2021
ISSN: ['1873-7692', '0747-5632']
DOI: https://doi.org/10.1016/j.chb.2020.106657