This paper presents a systematic review of the literature of 22 research articles, which used a visualization of the digital advertising conceptual flow with a focus on programmatic advertising. This review aims to address a gap in the literature by identifying a standardization of digital advertising conceptual flow visualization and explanation. Achieving our aims will bring together fragmented literature to serve as a foundation for research into digital advertising conceptual flows and other related research. In our literature review, we have found discrepancies, which imply different understandings of how the advertising exchange between a publisher and an advertiser works. Our work should minimize the risk of wrong conclusions in literature as well as in practice. We therefore recommend a visualization in the field of digital advertising, which should be challenged in future research.
CITATION STYLE
Stallone, V. (2020). The Digital Advertising Conceptual Flow: A Literature Review. In Smart Innovation, Systems and Technologies (Vol. 167, pp. 1–8). Springer. https://doi.org/10.1007/978-981-15-1564-4_1
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