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Changing Trends In Advertising And Online Strategies: A Systematic Review Of Online Advertising


The online advertising industry is going through enormous growth and transformation. The technological transformation and boundless changes took place due to the rise of mobile devices, social networks, data broker’s data gathering capabilities, real-time bidding, and behavioral targeting. This technological transformation has also raised concerns about consumer privacy, security, advertising effectiveness and metrics fraud. Also, a reality that global internet ad spending is growing at an average rate of 13 percent a year, driven by mobile internet advertising. The objective of this work is to conduct a comprehensive literature review of the main technological issues that are changing the advertising industry with profound social and economic consequences respectively for both consumers and advertisers. A thematic analysis was performed to synthesize the data and determine current trends. A total of 82 papers and reports were selected for analysis.

Yayınlandığı Kaynak : Uluslararası Hakemli Pazarlama ve Pazar Araştırmaları Dergisi (UHPAD)
  • Yıl : 2016
  • DOI : 10.17369/UHPAD.2016821931
  • Cilt : 3
  • ISSN : 2148-4764
  • Sayı : 8
  • eISSN : 2148-5666
  • Sayfa Aralığı : 0-0
  • IO Kayıt No : 45914
  • Yayıncı : Güven Plus Grup A.Ş.