Programmatic advertising: past, present and future. Bibliometric analysis

Autores

  • 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

Palavras-chave:

digital marketing, Programmatic advertising, Biblioshiny, RTB, Digital Advertising

Resumo

Digital advertising investment has increased in recent years, with automated contracting models, programmatic advertising, search engines and social networks standing out. In this context, and taking into account the significant increase in artificial intelligence, the aim of this study is to carry out a bibliometric study on programmatic advertising, to determine its evolution, as well as future lines of research. For the bibliometric analysis, the first search generated 987 articles.  After going through the exclusion and inclusion process, these articles were analysed in the selection phase, according to a variety of criteria. A total of 179 articles (from 2000 to 2023) have been analysed in both WoS and Scopus using Biblioshiny. The analysis identified the following main themes: ‘artificial intelligence, digital advertising, sleeping giants, fake news, internet user, data protection, user privacy, real time, machine learning, social media’. Finally, this study suggests wider implications for industry and academia contributing to further scientific development in this field and that it can also be applied in the professional field. This study has allowed us to analyse articles in both WoS and Scopus, unified through the RStudio programme, and in this way has also allowed us to determine that although scientific production in this area has increased in the last 5 years, the rapid technological evolution and the irruption of generative artificial intelligence in the digital landscape, allows programmatic advertising to broaden its horizons and market niches.

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Biografia do Autor

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 — Atualizado em 2024-12-31

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Como Citar

Fernández-Díaz, E., Guerrero , D., Correia, M., & deMatos , N. (2024). Programmatic advertising: past, present and future. Bibliometric analysis. GECONTEC, 12(2), 1–19. https://doi.org/10.5281/zenodo.14583308 (Original work published 18º de dezembro de 2024)

Edição

v. 12 n. 2 (2024)

Seção

Articles

Licença

Copyright (c) 2024 Elena Fernández-Díaz, Daniel Guerrero , Marisol Correia, Nelson deMatos

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.