Programmatic trading

the future of audience economics

Dan Andrew

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Communication researchers examining how audiences are commoditised in the audience marketplace by commercial media providers and advertisers have been using audience economic models that were applied to commercial television, radio and print audiences. New digital technologies are transforming the way audiences are commoditised and previous models of the audience marketplace are not applicable to the new audience marketplace. This paper examines how audience economy and audience marketplace theories evolved and describes how programmatic advertising—the automated trading of the audience commodity—differs from previous audience theories requiring a need to re-examine these theories. New digital technology is being used to not only find audiences online but also uses data to create profiles of individuals audience members. The datafied audience plays a central role in the programmatic trading of the evolving audience commodity and the new audience marketplace that has emerged.

Original languageEnglish
Pages (from-to)73-87
Number of pages15
JournalCommunication Research and Practice
Volume5
Issue number1
DOIs
Publication statusPublished - 2 Jan 2019

Fingerprint

Economics
Television
economics
Communication
television commercials
economic model
commodity
radio
economy
communication

Cite this

@article{12fe3c8c0cf0451faa0f9f71fea601c6,
title = "Programmatic trading: the future of audience economics",
abstract = "Communication researchers examining how audiences are commoditised in the audience marketplace by commercial media providers and advertisers have been using audience economic models that were applied to commercial television, radio and print audiences. New digital technologies are transforming the way audiences are commoditised and previous models of the audience marketplace are not applicable to the new audience marketplace. This paper examines how audience economy and audience marketplace theories evolved and describes how programmatic advertising—the automated trading of the audience commodity—differs from previous audience theories requiring a need to re-examine these theories. New digital technology is being used to not only find audiences online but also uses data to create profiles of individuals audience members. The datafied audience plays a central role in the programmatic trading of the evolving audience commodity and the new audience marketplace that has emerged.",
keywords = "Advertising, audience economics, audience measurement, programmatic",
author = "Dan Andrew",
year = "2019",
month = "1",
day = "2",
doi = "10.1080/22041451.2019.1561398",
language = "English",
volume = "5",
pages = "73--87",
journal = "Communication Research and Practice",
issn = "2204-1451",
publisher = "Brunner-Routledge",
number = "1",

}

Programmatic trading : the future of audience economics. / Andrew, Dan.

In: Communication Research and Practice, Vol. 5, No. 1, 02.01.2019, p. 73-87.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Programmatic trading

T2 - the future of audience economics

AU - Andrew, Dan

PY - 2019/1/2

Y1 - 2019/1/2

N2 - Communication researchers examining how audiences are commoditised in the audience marketplace by commercial media providers and advertisers have been using audience economic models that were applied to commercial television, radio and print audiences. New digital technologies are transforming the way audiences are commoditised and previous models of the audience marketplace are not applicable to the new audience marketplace. This paper examines how audience economy and audience marketplace theories evolved and describes how programmatic advertising—the automated trading of the audience commodity—differs from previous audience theories requiring a need to re-examine these theories. New digital technology is being used to not only find audiences online but also uses data to create profiles of individuals audience members. The datafied audience plays a central role in the programmatic trading of the evolving audience commodity and the new audience marketplace that has emerged.

AB - Communication researchers examining how audiences are commoditised in the audience marketplace by commercial media providers and advertisers have been using audience economic models that were applied to commercial television, radio and print audiences. New digital technologies are transforming the way audiences are commoditised and previous models of the audience marketplace are not applicable to the new audience marketplace. This paper examines how audience economy and audience marketplace theories evolved and describes how programmatic advertising—the automated trading of the audience commodity—differs from previous audience theories requiring a need to re-examine these theories. New digital technology is being used to not only find audiences online but also uses data to create profiles of individuals audience members. The datafied audience plays a central role in the programmatic trading of the evolving audience commodity and the new audience marketplace that has emerged.

KW - Advertising

KW - audience economics

KW - audience measurement

KW - programmatic

UR - http://www.scopus.com/inward/record.url?scp=85061959408&partnerID=8YFLogxK

U2 - 10.1080/22041451.2019.1561398

DO - 10.1080/22041451.2019.1561398

M3 - Article

VL - 5

SP - 73

EP - 87

JO - Communication Research and Practice

JF - Communication Research and Practice

SN - 2204-1451

IS - 1

ER -