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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Abstract/Index
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.
References
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 |
| URI: | https://tesi.luiss.it/id/eprint/30525 |
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