| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | The digital advertising ecosystem visualisation : literature review |
| Authors: | Stallone, Valerio Klaas, Michael |
| et. al: | No |
| Proceedings: | 17th International Conference e-Society Proceedings 2019 |
| Editors of the parent work: | Kommers, Piet Ravesteijn, Pascal Ongena, Guido Isaias, Pedro |
| Page(s): | 289 |
| Pages to: | 292 |
| Conference details: | 17th International Conference on e-Society 2019, Utrecht, Netherlands, 11-13 April 2019 |
| Issue Date: | Apr-2019 |
| Publisher / Ed. Institution: | IADIS |
| ISBN: | 978-989-8533-85-2 |
| Language: | English |
| Subjects: | Digital advertising ecosystem; Digital marketing; Display advertising; Real-time bidding |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | In this reflection paper we suggest the need for a standardization of digital advertising ecosystem conceptual flow visualizations. We do so, because of the diversity of available visualizations of both concepts in literature and the accompanied risk of wrong conclusions. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/18429 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
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Stallone, V., & Klaas, M. (2019). The digital advertising ecosystem visualisation : literature review [Conference paper]. In P. Kommers, P. Ravesteijn, G. Ongena, & P. Isaias (Eds.), 17th International Conference e-Society Proceedings 2019 (pp. 289–292). IADIS.
Stallone, V. and Klaas, M. (2019) ‘The digital advertising ecosystem visualisation : literature review’, in P. Kommers et al. (eds) 17th International Conference e-Society Proceedings 2019. IADIS, pp. 289–292.
V. Stallone and M. Klaas, “The digital advertising ecosystem visualisation : literature review,” in 17th International Conference e-Society Proceedings 2019, Apr. 2019, pp. 289–292.
STALLONE, Valerio und Michael KLAAS, 2019. The digital advertising ecosystem visualisation : literature review. In: Piet KOMMERS, Pascal RAVESTEIJN, Guido ONGENA und Pedro ISAIAS (Hrsg.), 17th International Conference e-Society Proceedings 2019. Conference paper. IADIS. April 2019. S. 289–292. ISBN 978-989-8533-85-2
Stallone, Valerio, and Michael Klaas. 2019. “The Digital Advertising Ecosystem Visualisation : Literature Review.” Conference paper. In 17th International Conference E-Society Proceedings 2019, edited by Piet Kommers, Pascal Ravesteijn, Guido Ongena, and Pedro Isaias, 289–92. IADIS.
Stallone, Valerio, and Michael Klaas. “The Digital Advertising Ecosystem Visualisation : Literature Review.” 17th International Conference E-Society Proceedings 2019, edited by Piet Kommers et al., IADIS, 2019, pp. 289–92.
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