The Role of Technology in Building a Competitive Advantage – Programmatic Buying and Its Impact on the Competitiveness of an Organization

Folia Oeconomica Stetinensia

卷:20

Kozielski Robert¹  Sarna Nikodem¹ 

[1] University of Lodz, Faculty of Management, Marketing Department, Matejki 22/26, 90-237Łódź, Poland;

关键词: competitive advantage;    strategy;    technology;    advertising;    advertising efficiency;    advertising effectiveness;    programmatic buying;    m10;    m31;    m37;   

DOI  :  10.2478/foli-2020-0045

来源: DOAJ

【 摘 要 】

Research background: Recent years have brought a real explosion of new tools and methods of conducting market activities based on new technologies. Solutions based on new technologies carry great development potential for an organization. There is a belief that new technologies – in particular, programmatic buying (analyzed in this article) – also impact an organization’s ability to compete. Programmatic buying (PB) is a tool but also a new model of sales and purchase of advertising, under which the current package approach (traditional) has been replaced by a fully automated individualized approach.

【 授权许可】

Unknown