Use of algorithmic in the programmatic media

Detalhes bibliográficos
Autor(a) principal: Silveira, Stefanie
Data de Publicação: 2018
Outros Autores: Morisso, João Gabriel
Tipo de documento: Artigo
Idioma: por
Título da fonte: Parágrafo
Texto Completo: https://revistaseletronicas.fiamfaam.br/index.php/recicofi/article/view/710
Resumo: Digital advertising has found operating spaces on the internet since its beginning. Initially with banners and formats that refer to traditional media, the processes have evolved over time in search of segmented audiences, more effective monitoring, and more metrified returns on investment. Currently, the programmatic media is responsible for automating the advertising investments in several sites of the network. Although useful, the tool brings conflicts and damages to both consumers and investors, promoting billing for groups responsible for extremism or piracy. This article promotes an open discussion about this scenario and proposes a debate about the automation of digital advertising, with examples and theoretical-empirical reflections.
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spelling Use of algorithmic in the programmatic mediaO uso de algoritmos na mídia programáticaDigital advertisingProgrammatic mediaAutomationAlgorithmsPublicidade digitalMí­dia programáticaAutomatizaçãoAlgoritmosDigital advertising has found operating spaces on the internet since its beginning. Initially with banners and formats that refer to traditional media, the processes have evolved over time in search of segmented audiences, more effective monitoring, and more metrified returns on investment. Currently, the programmatic media is responsible for automating the advertising investments in several sites of the network. Although useful, the tool brings conflicts and damages to both consumers and investors, promoting billing for groups responsible for extremism or piracy. This article promotes an open discussion about this scenario and proposes a debate about the automation of digital advertising, with examples and theoretical-empirical reflections.A publicidade digital encontra espaços de operação na internet desde o seu surgimento. Inicialmente com banners e formatos que remetiam í  mídia tradicional, os processos evoluíram ao longo do tempo em busca de audiências segmentadas, monitoramentos mais efetivos e retornos sobre investimento mais metrificados. Atualmente, a mídia programática é responsável pela automatização dos investimentos publicitários em diversos sites da rede. Apesar de útil, a ferramenta traz conflitos e prejuízos tanto para os consumidores quanto para os investidores, promovendo faturamento para grupos responsáveis por extremismo ou pirataria. Este artigo promove uma discussão aberta sobre esse cenário e propõe um debate acerca da automatização da publicidade digital, com exemplos e reflexões teórico-empíricas.Parágrafo2018-06-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.fiamfaam.br/index.php/recicofi/article/view/710Parágrafo; v. 6 n. 1 (2018): 11a Edição: Revista Parágrafo: Janeiro-Abril de 2018; 71-822317-4919reponame:Parágrafoinstname:Centro Universitário FIAM-FAAMinstacron:FIAMFAAMporhttps://revistaseletronicas.fiamfaam.br/index.php/recicofi/article/view/710/561Copyright (c) 2018 Revista Parágrafoinfo:eu-repo/semantics/openAccessSilveira, StefanieMorisso, João Gabriel2018-07-02T16:27:12Zoai:ojs2.revistaseletronicas.fiamfaam.br:article/710Revistahttps://revistaseletronicas.fiamfaam.br/index.php/recicofiPRIhttps://revistaseletronicas.fiamfaam.br/index.php/recicofi/oaiparagrafo@fiamfaam.br2317-49192317-4919opendoar:2018-07-02T16:27:12Parágrafo - Centro Universitário FIAM-FAAMfalse
dc.title.none.fl_str_mv Use of algorithmic in the programmatic media
O uso de algoritmos na mídia programática
title Use of algorithmic in the programmatic media
spellingShingle Use of algorithmic in the programmatic media
Silveira, Stefanie
Digital advertising
Programmatic media
Automation
Algorithms
Publicidade digital
Mí­dia programática
Automatização
Algoritmos
title_short Use of algorithmic in the programmatic media
title_full Use of algorithmic in the programmatic media
title_fullStr Use of algorithmic in the programmatic media
title_full_unstemmed Use of algorithmic in the programmatic media
title_sort Use of algorithmic in the programmatic media
author Silveira, Stefanie
author_facet Silveira, Stefanie
Morisso, João Gabriel
author_role author
author2 Morisso, João Gabriel
author2_role author
dc.contributor.author.fl_str_mv Silveira, Stefanie
Morisso, João Gabriel
dc.subject.por.fl_str_mv Digital advertising
Programmatic media
Automation
Algorithms
Publicidade digital
Mí­dia programática
Automatização
Algoritmos
topic Digital advertising
Programmatic media
Automation
Algorithms
Publicidade digital
Mí­dia programática
Automatização
Algoritmos
description Digital advertising has found operating spaces on the internet since its beginning. Initially with banners and formats that refer to traditional media, the processes have evolved over time in search of segmented audiences, more effective monitoring, and more metrified returns on investment. Currently, the programmatic media is responsible for automating the advertising investments in several sites of the network. Although useful, the tool brings conflicts and damages to both consumers and investors, promoting billing for groups responsible for extremism or piracy. This article promotes an open discussion about this scenario and proposes a debate about the automation of digital advertising, with examples and theoretical-empirical reflections.
publishDate 2018
dc.date.none.fl_str_mv 2018-06-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistaseletronicas.fiamfaam.br/index.php/recicofi/article/view/710
url https://revistaseletronicas.fiamfaam.br/index.php/recicofi/article/view/710
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistaseletronicas.fiamfaam.br/index.php/recicofi/article/view/710/561
dc.rights.driver.fl_str_mv Copyright (c) 2018 Revista Parágrafo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Revista Parágrafo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Parágrafo
publisher.none.fl_str_mv Parágrafo
dc.source.none.fl_str_mv Parágrafo; v. 6 n. 1 (2018): 11a Edição: Revista Parágrafo: Janeiro-Abril de 2018; 71-82
2317-4919
reponame:Parágrafo
instname:Centro Universitário FIAM-FAAM
instacron:FIAMFAAM
instname_str Centro Universitário FIAM-FAAM
instacron_str FIAMFAAM
institution FIAMFAAM
reponame_str Parágrafo
collection Parágrafo
repository.name.fl_str_mv Parágrafo - Centro Universitário FIAM-FAAM
repository.mail.fl_str_mv paragrafo@fiamfaam.br
_version_ 1797053052917645312

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