Use of algorithmic in the programmatic media
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Outros Autores: | |
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. |
id |
FIAMFAAM-1_8982901aa0b32512d4adf8aafee8bed6 |
---|---|
oai_identifier_str |
oai:ojs2.revistaseletronicas.fiamfaam.br:article/710 |
network_acronym_str |
FIAMFAAM-1 |
network_name_str |
Parágrafo |
repository_id_str |
|
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 |