Operating an Advertising Programmatic Buying Platform: A Case Study

This paper analyses how new technological developments and the possibilities generated by the internet are shaping the online advertising market. More specifically it focuses on a programmatic advertising case study. The origin of the problem is how publishers resort to automated buying and selling when trying to shift unsold inventory. To carry out our case study, we will use a programmatic online advertising sales platform, which identifies the optimal way of promoting a given product. The platform executes, evaluates, manages and optimizes display advertising campaigns, all in real-time. The empirical analysis carried out in the case study reveals that the platform and its exclusion algorithms are suitable mechanisms for analysing the performance and efficiency of the various segments that might be used to promote products. Thanks to Big Data tools and artificial intelligence the platform performs automatically, providing information in a user-friendly and simple manner

Editor's Note

The term 'Digital Economy' was coined for the first time by Don Tapscott in 1995 in his best-seller The Digital Economy: Promise and Peril in the Age of Networked Intelligence. When he wrote the book 20 years ago, he announced how he thought the Internet would fully transform the nature of business and government. We have now extended the concept, illustrating how digital technologies are rapidly transforming business practices, the economy and societies. Technology, and its impact on business strategy and society, continues to rise in importance. The Digital Economy, sometimes also called “Digital Business” has become a philosophy for many top executive teams as they seek competitive advantages in a world of fast moving technological change. When we talk about digital technologies, we are not only talking about the internet, nor only ICT (Information and Communications Technology), but other concepts such as mobile, telecommunications or content. The digital economy is by no means an exclusively economic concept. Therefore, it might be more appropriate to speak of digital society or digital technology. What matters is that digital is a transverse concept that affects individuals, businesses and public administrations