The application of blockchain technology in the programmatic advertisement ecosystem

Terruli, Vincenzo (A.A. 2020/2021) The application of blockchain technology in the programmatic advertisement ecosystem. Tesi di Laurea in Digital business and workplace technology, Luiss Guido Carli, relatore Paolo Spagnoletti, pp. 39. [Bachelor's Degree Thesis]

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Programmatic advertisement and BladTech. Programmatic advertisement. Background. Evolution of digital marketing. PA principals. Functionality and actors. Header bidding. Business implication. Programmatic TV. Blockchain in digital marketing. Research problem. Media transparency. Ad fraud. Market dynamics and dominant players. Pricing value chain and hidden fees. Viewability and brand safety. Design research. Introduction to research. Similar research and early application. The actual PA ecosystem issues. Design process and decision.


Bibliografia: pp. 35-38.

Thesis Type: Bachelor's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Bachelor's Degree Programs > Bachelor's Degree Program in Management and Computer Science, English language (L-18)
Chair: Digital business and workplace technology
Thesis Supervisor: Spagnoletti, Paolo
Academic Year: 2020/2021
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 25 Oct 2021 10:25
Last Modified: 25 Oct 2021 10:25


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