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Programmatic advertising: An exegesis of consumer concerns / Anthony Samuel, Gareth R.T. White, Robert Thomas, Paul Jones

Computers in Human Behavior, Volume: 116, Start page: 106657

Swansea University Author: Paul Jones

  • Accepted Manuscript under embargo until: 10th December 2021

Abstract

Programmatic advertising is a nascent and rapidly growing information technology phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its popularity and widespread use, research in the area remains scant and our current knowledge is based upon a preponderance of practit...

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Published in: Computers in Human Behavior
ISSN: 0747-5632
Published: UK Elsevier BV 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa56130
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first_indexed 2021-01-25T15:25:08Z
last_indexed 2021-02-18T04:20:36Z
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spelling 2021-02-17T15:06:24.2188105 v2 56130 2021-01-25 Programmatic advertising: An exegesis of consumer concerns 21e2660aaa102fe36fc981880dd9e082 0000-0003-0417-9143 Paul Jones Paul Jones true false 2021-01-25 BBU Programmatic advertising is a nascent and rapidly growing information technology phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its popularity and widespread use, research in the area remains scant and our current knowledge is based upon a preponderance of practitioner-generated literature. This study contributes to our understanding of this technology by unpacking the means by which it functions and interacts with consumers. The study draws upon paradox theory to deconstruct programmatic advertising's inherent tensions as dilemmas and dialectics. Adopting organisations are faced with the dilemma of pursuing the acquisition of increasingly detailed information in order to provide more personalized offerings, yet doing so increases the likelihood of creating a sense of fear and distrust among consumers. The automation of personalized advertising appears attractive yet presents the dilemma that adverts may be inappropriately placed. Finally, the true cost/benefit of programmatic advertising is unclear, and adopters, platform providers and developers need to engage in dialectic in order to fully understand and communicate its financial implications. Through identifying these fundamental constraints, the study affords pathways for programmatic system actors to ameliorate their, and their customers' concerns. Journal Article Computers in Human Behavior 116 106657 Elsevier BV UK 0747-5632 Programmatic advertising; Paradox; Dilemma; Dialectic 1 3 2021 2021-03-01 10.1016/j.chb.2020.106657 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2021-02-17T15:06:24.2188105 2021-01-25T15:22:38.8294942 School of Management Business Anthony Samuel 1 Gareth R.T. White 2 Robert Thomas 3 Paul Jones 0000-0003-0417-9143 4 Under embargo Under embargo 2021-01-25T15:57:05.6083797 Output 616745 application/pdf Accepted Manuscript true 2021-12-10T00:00:00.0000000 ©2020 All rights reserved. All article content, except where otherwise noted, is licensed under a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND) true eng
title Programmatic advertising: An exegesis of consumer concerns
spellingShingle Programmatic advertising: An exegesis of consumer concerns
Paul, Jones
title_short Programmatic advertising: An exegesis of consumer concerns
title_full Programmatic advertising: An exegesis of consumer concerns
title_fullStr Programmatic advertising: An exegesis of consumer concerns
title_full_unstemmed Programmatic advertising: An exegesis of consumer concerns
title_sort Programmatic advertising: An exegesis of consumer concerns
author_id_str_mv 21e2660aaa102fe36fc981880dd9e082
author_id_fullname_str_mv 21e2660aaa102fe36fc981880dd9e082_***_Paul, Jones
author Paul, Jones
author2 Anthony Samuel
Gareth R.T. White
Robert Thomas
Paul Jones
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description Programmatic advertising is a nascent and rapidly growing information technology phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its popularity and widespread use, research in the area remains scant and our current knowledge is based upon a preponderance of practitioner-generated literature. This study contributes to our understanding of this technology by unpacking the means by which it functions and interacts with consumers. The study draws upon paradox theory to deconstruct programmatic advertising's inherent tensions as dilemmas and dialectics. Adopting organisations are faced with the dilemma of pursuing the acquisition of increasingly detailed information in order to provide more personalized offerings, yet doing so increases the likelihood of creating a sense of fear and distrust among consumers. The automation of personalized advertising appears attractive yet presents the dilemma that adverts may be inappropriately placed. Finally, the true cost/benefit of programmatic advertising is unclear, and adopters, platform providers and developers need to engage in dialectic in order to fully understand and communicate its financial implications. Through identifying these fundamental constraints, the study affords pathways for programmatic system actors to ameliorate their, and their customers' concerns.
published_date 2021-03-01T04:22:45Z
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score 10.829572