Programmatic: strategi efektif pemasangan iklan di era digital
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Keywords:
programmatic, digital advertising, data, global advertising
Abstract
Programmatic Advertising (PA) is changing the way advertisers and publishers interact in the industrial 4.0. PA collects cookies from site pengguna to help advertisers identify the required audience. In PA, an important question is regarding the level of penetration and the reasons for using PA, especially in Indonesia. PA is different from traditional buying and selling advertising, which must bring together sellers and buyers face to face. Qualitative research is used in studying the situation based on the point of perspective of PA users with relevant backgrounds. Data collection techniques with interview observation using open coding, axial, and selective. Then, they used thematic and narrative data analysis with data confirmation through triangulation techniques in order to see data from various perspectives. As a result, in the Indonesian context, PA is growing well, it's just that it is still constrained by a complex implementation process (requires knowledge, insights, and networks).
References
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Liu-Thompkins, Y. (2019). A Decade of Daring Advertising Research: What We Learned and What We Need to Know. Journal of Advertising, 48(1), 1–13. https://doi.org/10.1080/00913367.2018.1556138
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Martínez-Martínez, I. J., Aguado, J. M., & Boeykens, Y. (2017). Ethical implications of digital advertising automation: The case of Programmatic Advertising in Spain. Profesional de La Informacion, 26(2), 201–210. https://doi.org/10.3145/epi.2017.mar.06
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Qin, X., & Jiang, Z. (2019). The Impact of AI on the Advertising Process: The Chinese Experience. Journal of Advertising, 48(4), 338–346. https://doi.org/10.1080/00913367.2019.1652122
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Shehu, E., Abou Nabout, N., & Clement, M. (2020). The Risk of Programmatic Advertising: Effects of Laman web Quality on Advertising Effectiveness. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3524447
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Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Daring Behavioral Advertising: A Literature Review and Research Agenda. Journal of Advertising, 46(3), 363–376. https://doi.org/10.1080/00913367.2017.1339368
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Chaffey, Dave & Chadwick, F. (2016). Digital Marketing (Strategy, Implementation, Practice.
Charles Thomas Scott, J. (2019). The Impact of Programmatic Advertising on Local Broadcast Television. In Drexe; University. Drexel University.
Chen, G., Xie, P., Dong, J., & Wang, T. (2019). Understanding Programmatic Creative: The Role of AI. Journal of Advertising, 48(4), 347–355. https://doi.org/10.1080/00913367.2019.1654421
Chen, H., & Zhou, L. (2018). The myth of big data: Chinese advertising practitioners’ perspective. International Journal of Advertising, 37(4), 633–649. https://doi.org/10.1080/02650487.2017.1340865
Choi, H., Mela, C. F., Balseiro, S. R., & Leary, A. (2020). Daring display advertising markets: A literature review and future directions. Information Systems Research, 31(2), 556–575. https://doi.org/10.1287/ISRE.2019.0902
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Dahl, C., & Ericsson, P. (2019). Managing Programmatic Advertising Using Machine Learning.
Deng, S., Tan, C. W., Wang, W., & Pan, Y. (2019). Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research. Journal of Advertising, 48(4), 356–365. https://doi.org/10.1080/00913367.2019.1652121
Denzin, N. K., & Lincoln, Y. S. (2009). Handbook of Qualitative Research (1st ed.). Yogyakarta : Pustaka Pelajar, 2009.
Duff, B. R. L., & Segijn, C. M. (2019). Advertising in a Media Multitasking Era: Considerations and Future Directions. Journal of Advertising, 48(1), 27–37. https://doi.org/10.1080/00913367.2019.1585306
Enberg. (2019). "Global digital ad spending 2019: Digital accounts for half total media ad spending worldwide,” eMarketer, 2019. Emarketer.Com. www.emarketer.com/content/global%0A-digital-ad-spending-2019%0A. Accessed on: Oct. 29, 2020
Frontier, T. H. E., Optimization, O. F., & Bidding, I. N. R. (2020). Feedback Control in Programmatic Advertising.
Goldfarb, A. (2014). What is Different About Daring Advertising? Review of Industrial Organization, 44(2), 115–129. https://doi.org/10.1007/s11151-013-9399-3
Gonzalvez-Cabañas, J. C., & Mochón, F. (2016). Operating an Advertising Programmatic Buying Platform: A Case Study. International Journal of Interactive Multimedia and Artificial Intelligence, 3(6), 6. https://doi.org/10.9781/ijimai.2016.361
Google. (2019). Google Ads Help: About khalayak targeting. Google.Com. https://support.google.com/google-ads/answer/2497941?hl=en. Accessed: 29 October 2020.
Grece, C. (2016). The daring advertising market in the EU - Update 2015 and Focus on Programmatic Advertising. A Publication of the European Audiovisual Observatory, August 2016, 1–119.
Guitart, I. A., Gonzalez, J., & Stremersch, S. (2018). Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity. International Journal of Research in Marketing, 35(3), 471–489. https://doi.org/10.1016/j.ijresmar.2018.03.004
Hughes, C., Swaminathan, V., & Brooks, G. (2020). Driving Brand Engagement Through Daring Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. 1–51. http://www.ghbook.ir/index.php?name=مجموعه مقالات دومین هم اندیشی سراسری رسانه تلویزیون و سکولاریسم&option=com_dbook&task=readdaring&book_id=13629&page=108&chkhashk=03C706812F&Itemid=218&lang=fa&tmpl=component
IAB. (2019). Interactive Advertising Bureau: Our Story. IAB.Com. https://www.iab.com/%0Aour-story/%0A. accessed: 29 October 2020
IAB Europe, & IHS Markit. (2018). The Definitive Guide to the European Digital Advertising Market. https://www.iabeurope.eu/wp-content/uploads/2018/06/IAB-Europe_AdEx-Benchmark-2017-Report_FINAL-V2.pdf
IBM. (2019). What is big data analytics? IBM.Com. https://www.ibm.com/analytics/hadoop/big-data-analytics. Accessed: 29 October 2020.
Joseph, S. (2020). The Latest YouTube Brand Safety ‘Crisis’ Shows Advertisers Are Taking a More Nuanced Approach. Digiday.Com. https://digiday.com/marketing/latest-youtube-brand-safety-crisis-shows-advertisers-taking-nuanced-approach/amp/?__twitter_impression=true. accessed 29 October 2020
Jun, S. P., Yoo, H. S., & Choi, S. (2018). Ten years of research change using Google Trends: From the perspective of big data utilizations and applications. Technological Forecasting and Social Change, 130(November 2017), 69–87. https://doi.org/10.1016/j.techfore.2017.11.009
Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263–267. https://doi.org/10.2501/JAR-2018-035
King, G. R. D. (1991). Creswell’s Appreciation of Arabian Architecture. In Muqarnas (Vol. 8). https://doi.org/10.2307/1523157
Lee, H., & Cho, C. H. (2019). An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising. International Journal of Advertising, 38(1), 97–115. https://doi.org/10.1080/02650487.2017.1401509
Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341. https://doi.org/10.1080/02650487.2019.1642015
Li, H. (2019). Special Section Introduction: Artificial Intelligence and Advertising. Journal of Advertising, 48(4), 333–337. https://doi.org/10.1080/00913367.2019.1654947
Liu-Thompkins, Y. (2019). A Decade of Daring Advertising Research: What We Learned and What We Need to Know. Journal of Advertising, 48(1), 1–13. https://doi.org/10.1080/00913367.2018.1556138
Lotame. (2019). 1st party data, 2nd party data, 3rd party data: What does it all mean? Lotame.Com. https://www.lotame.com/1st-party-2nd-party-3rd-party-data-what-does-it-all-mean/. accessed 29 October 2020
Malthouse, E. C., Maslowska, E., & Franks, J. U. (2018). Understanding Programmatic TV advertising. International Journal of Advertising, 37(5), 769–784. https://doi.org/10.1080/02650487.2018.1461733
Martínez-Martínez, I. J., Aguado, J. M., & Boeykens, Y. (2017). Ethical implications of digital advertising automation: The case of Programmatic Advertising in Spain. Profesional de La Informacion, 26(2), 201–210. https://doi.org/10.3145/epi.2017.mar.06
McGuigan, L. (2019). Automating the khalayak commodity: The unacknowledged ancestry of Programmatic Advertising. New Media and Society, 21(11–12), 2366–2385. https://doi.org/10.1177/1461444819846449
MDG. (2018). A Brief Look at the History of Modern Advertising. Mdgadvertising.Com. https://www.mdgadvertising.com/marketing-insights/a-brief-look-at-the-history-of-modern-advertising/. Accessed on: Oct. 29, 2020
Meeker, M., & Meeker, M. (2019). Internet_Trends_2019_CH(1).pdf. 1, 334.
Mukherjee, A., Sundarraj, R. P., & Dutta, K. (2015). An daring algorithm for Programmatic advertisement placement in supply side platform of mobile advertisement. Pacific Asia Conference on Information Systems, PACIS 2015 - Proceedings.
Neumann, N. (2020). After Google Finally Really Did It, A Necessary System Cleanup. Adexchanger.Com. https://www.adexchanger.com/data-driven-thinking/after-google-finally-really-did-it-a-necessary-system-cleanup/. 29 October 2020
Ozcelik, A. B., & Varnali, K. (2019). Effectiveness of daring behavioral targeting: A psychological perspective. Electronic Commerce Research and Applications, 33(January 2019), 100819. https://doi.org/10.1016/j.elerap.2018.11.006
Paulson, C., Luo, L., & James, G. M. (2018). Efficient large-scale internet media selection optimization for daring display advertising. Journal of Marketing Research, 55(4), 489–506. https://doi.org/10.1509/jmr.15.0307
Qin, X., & Jiang, Z. (2019). The Impact of AI on the Advertising Process: The Chinese Experience. Journal of Advertising, 48(4), 338–346. https://doi.org/10.1080/00913367.2019.1652122
Ray, S. (2020). Channel Strategies and Marketing Mix in a Connected World (Vol. 9). http://link.springer.com/10.1007/978-3-030-31733-1
Rosenzweig, J., Nguyen, A., Zuckerman, N., Anna, G., Salvatore, C., Thomas, H., & Gittins, E. (2018). A Guaranteed Opportunity in Programmatic Advertising. https://www.bcg.com/publications/2018/guaranteed-opportunity-Programmatic-advertising. accessed 1 November 2020
Schiff, A. (2019). Can Contextual Targeting Replace Third-Party Cookies? Adexchanger.Com. https://www.adexchanger.com/daring-advertising/can-contextual-targeting-replace-third-party-cookies/. accessed 29 October 2020
Schultz, D. (2016). The Future of Advertising or Whatever We’re Going to Call It. Journal of Advertising, 45(3), 276–285. https://doi.org/10.1080/00913367.2016.1185061
Shea, M. O., & Shea, M. O. (2019). Understanding the Value Chain in Programmatic Advertising. December.
Shehu, E., Abou Nabout, N., & Clement, M. (2020). The Risk of Programmatic Advertising: Effects of Laman web Quality on Advertising Effectiveness. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3524447
Silverman, D. (2019). IAB Internet Advertising Revenue Report. Iab, May. https://www.iab.com/wp-content/uploads/2016/04/IAB-Internet-Advertising-Revenue-Report-FY-2015.pdf
Teit, T. (2020). THE PLANNING AND IMPLEMENTATION PROCESS OF PROGRAMMATIC ADVERTISING CAMPAIGNS IN EMERGING MARKETS.
Truong, V., Nkhoma, M., & Pansuwong, W. (2020). Enhancing the effectiveness of mobile in-app Programmatic Advertising using publishers-controlled factors. 146–150. https://doi.org/10.1145/3383845.3383865
We Are Social & Hootsuite. (2020). Digital Data Indonesia 2020. Data Reportal, 1–97. https://datareportal.com/reports/digital-2020-indonesia
West, D., Koslow, S., & Kilgour, M. (2019). Future Directions for Advertising Creativity Research. Journal of Advertising, 48(1), 102–114. https://doi.org/10.1080/00913367.2019.1585307
Yin, R. K. (1997). Studi Kasus Desain & Metode. PT. RajaGrafindo Persada.
Yuan, Y., Wang, F., Li, J., & Qin, R. (2014). A survey on real time bidding advertising. Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics, SOLI 2014, 418–423. https://doi.org/10.1109/SOLI.2014.6960761
Zeng, S., Li, J., Ni, X., Yuan, Y., & Wang, F. Y. (2017). Research on Social Marketing Strategies with An Agent-based Propagation Model. IFAC-PapersDaring, 50(1), 13581–13586. https://doi.org/10.1016/j.ifacol.2017.08.2375
Published
2021-11-20
How to Cite
Putra, R. P., & Irwansyah. (2021). Programmatic: strategi efektif pemasangan iklan di era digital. Jurnal Studi Komunikasi, 5(3), 812-838. Retrieved from https://ejournal.unitomo.ac.id/index.php/jsk/article/view/4426
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