Programmatic advertising: an exegesis of consumer concerns

Samuel, A. ORCID: https://orcid.org/0000-0002-4483-4600, White, G, Thomas, R. and Jones, P. 2021. Programmatic advertising: an exegesis of consumer concerns. Computers in Human Behavior 116 , 106657. 10.1016/j.chb.2020.106657

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Abstract

Programmatic advertising is a nascent and rapidly growing information technology phenomenon that reacts to, and impacts upon, consumers and their behavior. Despite its popularity and widespread use, research in the area remains scant and our current knowledge is based upon a preponderance of practitioner-generated literature. This study contributes to our understanding of this technology by unpacking the means by which it functions and interacts with consumers. The study draws upon paradox theory to deconstruct programmatic advertising's inherent tensions as dilemmas and dialectics. Adopting organisations are faced with the dilemma of pursuing the acquisition of increasingly detailed information in order to provide more personalized offerings, yet doing so increases the likelihood of creating a sense of fear and distrust among consumers. The automation of personalized advertising appears attractive yet presents the dilemma that adverts may be inappropriately placed. Finally, the true cost/benefit of programmatic advertising is unclear, and adopters, platform providers and developers need to engage in dialectic in order to fully understand and communicate its financial implications. Through identifying these fundamental constraints, the study affords pathways for programmatic system actors to ameliorate their, and their customers' concerns.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Elsevier
ISSN:	0747-5632
Date of First Compliant Deposit:	9 November 2020
Date of Acceptance:	1 November 2020
Last Modified:	06 Nov 2023 16:46
URI:	https://orca.cardiff.ac.uk/id/eprint/136217

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