Publicidad programática: pasado, presente y futuro. Análisis bibliométrico

Autores/as

  • Elena Fernández-Díaz University of Málaga
  • Daniel Guerrero University of Malaga
  • Marisol Correia Universidade do Algarve & Research Centre for Tourism, Sustainability and Well-being - CinTurs & Centre for Tourism Research, Development and Innovation. – CiTUR; Portugal.
  • Nelson deMatos Universidade do Algarve & Research Centre for Tourism, Sustainability and Well-being - CinTurs & Centre for Tourism Research, Development and Innovation. – CiTUR; Portugal.

DOI:

https://doi.org/10.5281/zenodo.14583308

Palabras clave:

Publicidad programática, Biblioshiny, Bibliométrico, RTB, Publicidad Digital

Resumen

La inversión en publicidad digital ha aumentado en los últimos años, destacando los modelos de contratación automatizados, la publicidad programática, los buscadores y las redes sociales. En este contexto, y teniendo en cuenta el importante incremento de la inteligencia artificial, el objetivo de este estudio es realizar un estudio bibliométrico sobre la publicidad programática, para determinar su evolución, así como futuras líneas de investigación. Para el análisis bibliométrico, la primera búsqueda generó 987 artículos.  Luego de pasar por el proceso de exclusión e inclusión, estos artículos fueron analizados en la fase de selección, según diversos criterios. Se han analizado un total de 179 artículos (de 2000 a 2023) tanto en WoS como en Scopus utilizando Biblioshiny. El análisis identificó los siguientes temas principales: “inteligencia artificial, publicidad digital, gigantes dormidos, noticias falsas, internautas, protección de datos, privacidad del usuario, tiempo real, aprendizaje automático, redes sociales”. Finalmente, este estudio sugiere implicaciones más amplias para la industria y la academia que contribuyen a un mayor desarrollo científico en este campo y que también se puede aplicar en el campo profesional. Este estudio nos ha permitido analizar artículos tanto en WoS como en Scopus, unificados a través del programa RStudio, y de esta forma también nos ha permitido determinar que si bien la producción científica en esta área ha aumentado en los últimos 5 años, la rápida evolución tecnológica y La irrupción de la inteligencia artificial generativa en el panorama digital, permite que la publicidad programática amplíe sus horizontes y nichos de mercado.

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Biografía del autor/a

Elena Fernández-Díaz, University of Málaga

Department of Economics and Business Organization,
Faculty of Marketing and Management, University of Malaga, Spain

Department of Economics and Business Organization, Faculty of Marketing and Management, University of Malaga, Spain. Ph.D in Advertising and Public Relations from University of Malaga, Spain. Her main lines of research are digital accessibility, digital marketing, social networks and online reputation. From 2016 to 2018, she reconcilied her professional career in an advertising agency as Account Director with her teaching and researching labour. From October 2018 to present, she is full-time teacher in University of Malaga. She also participates as a researcher in several projects and research groups: “Open Communication in Women's Startups. Competitive strategies for differentiation and Innovation” (SEJ628)

Daniel Guerrero , University of Malaga

Department of Audiovisual Communication and Advertising, Faculty of Communication Sciences, University of Malaga, Spain. Permanent lecturer in the Faculty of Communication at the University of Malaga. Degree in Advertising and Public Relations. Degree in Journalism. Master in Marketing and Commercial Management. 25 years of teaching experience in undergraduate and postgraduate courses in public and private universities. Professional experience as a manager in the advertising sector in multimedia groups, advertisers and advertising agencies, as well as technology companies and the professional sports industry.

Marisol Correia, Universidade do Algarve & Research Centre for Tourism, Sustainability and Well-being - CinTurs & Centre for Tourism Research, Development and Innovation. – CiTUR; Portugal.

Universidade do Algarve & Centre for Tourism Research, Development and Innovation – CiTUR & Research Centre for Tourism, Sustainability and Well-being - CinTurs & CEG-IST, Instituto Superior Técnico, Universidade de Lisboa; Portugal. She is Coordinating Professor at the School of Management, Hospitality and Tourism of the University of the Algarve. She is the coordinator of CiTUR Algarve (Centre for Tourism Research, Development and Innovation-Algarve), a member-collaborator of CinTurs (Research Centre for Tourism, Sustainability and Well-being) and is an external research fellow of the CEG-IST (Centre for Management Studies). She holds a PhD in Electronics and Computer Engineering. Her current research interests include business intelligence, data science, e-tourism and ICT. She has published several scientific articles in journals, has participated in funded projects and is reviewer of international journals and conferences.

Nelson deMatos , Universidade do Algarve & Research Centre for Tourism, Sustainability and Well-being - CinTurs & Centre for Tourism Research, Development and Innovation. – CiTUR; Portugal.

Universidade do Algarve & Research Centre for Tourism, Sustainability and Well-being - CinTurs & Centre for Tourism Research, Development and Innovation – CiTUR; Portugal. He is a post-doc researcher and invited assistant professor of Marketing at the University of Algarve, responsible for several course units in Marketing and Tourism. He holds a doctoral degree in Tourism from the same university and is an integrated member of Cinturs Research Center. He has held various marketing management roles for nearly two decades in the hospitality and services industry and has participated in various business projects as director, manager, but also as marketing consultant and trainer. He has authored publications in journals, books, and conference proceedings. His research interests are mainly consumer behavior.

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Publicado

2024-12-18 — Actualizado el 2024-12-31

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Cómo citar

Fernández-Díaz, E., Guerrero , D., Correia, M., & deMatos , N. (2024). Publicidad programática: pasado, presente y futuro. Análisis bibliométrico. GECONTEC: Revista Internacional De Gestión Del Conocimiento Y La Tecnología, 12(2), 1–19. https://doi.org/10.5281/zenodo.14583308 (Original work published 18 de diciembre de 2024)

Número

Vol. 12 Núm. 2 (2024)

Sección

Articles

Licencia

Derechos de autor 2024 Elena Fernández-Díaz, Daniel Guerrero , Marisol Correia, Nelson deMatos

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.