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Programmatic Advertising. Chancen und Grenzen

Programmatic Advertising. Chancen und Grenzen

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Veranstaltung: Marketing Intelligence, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, die vielfältigen Chancen und Grenzen des Programmatic Advertisings gegenüberzustellen und zu hinterfragen, um einen Ausblick für die Zukunft entwickeln zu können. Programmatic Advertising ist bereits heute als Werbeform der personalisierten Ansprache nicht mehr aus der Werbung wegzudenken und neben den digitalen Medien auch längst in den klassischen Medien. Jedes Individuum ist in der heutigen Informationsgesellschaft einem Überfluss an Werbebotschaften & Reizen ausgesetzt, sodass eine Personalisierung zwingend notwendig ist, um aus der Masse der werbetreibenden Unternehmen heraus- zustechen und den Nutzer zum Kauf aktivieren zu können. Die Werbewelt ist durch technologische und soziale Veränderungen in stetiger Weiterentwicklung und entwickelt sich immer mehr in Richtung Programmatic Buying. Doch kann sich diese Werbeform auch in der Zukunft durchsetzen? Da Programmatic Advertising in die Privatsphäre der Konsumenten eindringt, muss der Spagat gelingen, einerseits ausreichend Aufmerksamkeit zu erreichen, andererseits aber vom Empfänger nicht als störend empfunden zu werden. In Zeiten, in welchen die Nutzer ein höheres Datenschutzbewusstsein haben denn je zuvor, gestaltet sich dies jedoch nicht ohne Komplikationen und stößt oftmals auf Reaktanz.


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Product Details
  • ISBN-13: 9783346368942
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 3346368947
  • Publisher Date: 03 May 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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