The Role of Big Data in Programmatic TV Advertising

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

TV remains the most popular advertising medium, and total global TV advertising revenue is forecasted to rise (PWC, 2016). But, what do we mean by TV? Until recently, there was a clear divide between TV content and online video. TV programs were mainly delivered through linear platforms (cable/satellite) while online video was delivered over the Internet.

Research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017.
Original languageEnglish (US)
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationPowers to Consumers
EditorsVerolien Cauberghe, Liselot Hudders, Martin Eisend
PublisherSpringer Gabler
Pages29-42
Number of pages14
VolumeIX
ISBN (Print)978-3658226800
StatePublished - 2018

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    Malthouse, E. C., Maslowska, E., & Franks, J. U. (2018). The Role of Big Data in Programmatic TV Advertising. In V. Cauberghe, L. Hudders, & M. Eisend (Eds.), Advances in Advertising Research: Powers to Consumers (Vol. IX, pp. 29-42). Springer Gabler. https://doi.org/10.1007/978-3-658-22681-7_3