6533b7dafe1ef96bd126e0f1

RESEARCH PRODUCT

Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda

Bilal AslamKarjaluoto Heikki

subject

verkkomainontaComputer Networks and CommunicationsDisplay advertisingKeyword advertisingsosiaalinen mediahakukonemarkkinointidisplay advertisingsocial media advertisingAdvertising account executiveAdvertising research0502 economics and businessbanner advertisingElectrical and Electronic EngineeringMarketinginternet advertisingta512ComputingMilieux_MISCELLANEOUSdigitaalinen markkinointiInternetdigital advertisingbusiness.industry05 social sciencesContextual advertisingAdvertisingsearch engine marketingOnline advertisingSearch advertising050211 marketingBusinessNative advertising050203 business & management

description

We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet advertising channels, for managers making investment decisions in this context. peerReviewed

yearjournalcountryeditionlanguage
2017-12-01Telematics and Informatics
10.1016/j.tele.2017.07.011https://doi.org/10.1016/j.tele.2017.07.011