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Objects, Metrics and Practices: An Inquiry into the Programmatic Advertising Ecosystem

Alaimo, Cristina and Kallinikos, Jannis (2018) Objects, Metrics and Practices: An Inquiry into the Programmatic Advertising Ecosystem In: Living with Monsters? Social Implications of Algorithmic Phenomena, Hybrid Agency, and the Performativity of Technology. IS&O 2018. IFIP Advances in Information and Communication Technology 543. Springer, pp. 110-123. ISBN 978-3-030-04090-1; Online ISBN 978-3-030-04091-8

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Abstract

Programmatic advertising is a large scale, real-time bidding process, whereby ads are automatically assigned to available spaces across types of media and geographic regions upon an individual user’s browser request. The large-scale automation of programmatic advertising requires the establishment of standards and the development of technologies to govern the behavior of market participants (sellers, buyers, intermediaries). We present evidence on the rules of programmatic exchange and on the role played by a specific class of digital objects. We focus in particular on the metrics to which these objects are linked and how they define what is exchanged and the parameters of these exchanges. We furthermore demonstrate that the metrics and the technological complexes associated with them are constituted by the institutional field of digital advertising and its complex technological infrastructure. Rather than being simply means to monitor a pre-existing reality ‘out there’ (such as user or audience behavior) these metrics and techniques bring forward their own reality and heavily impact upon and shape the objects and processes of digital advertising.

Item Type: Book Section
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Alaimo, Cristinac.alaimo@surrey.ac.uk
Kallinikos, Jannis
Editors :
NameEmailORCID
Schultze, U
Aanestad, M
Mähring, M
Østerlund, C
Riemer, K
Date : 14 November 2018
DOI : 10.1007/978-3-030-04091-8_9
Copyright Disclaimer : © IFIP International Federation for Information Processing 2018 Published by Springer Nature Switzerland AG 2018. All Rights Reserved.
Uncontrolled Keywords : Automation; Digital advertising; Performativity; Digital objects; Information infrastructures
Additional Information : IFIP WG 8.2 Working Conference on the Interaction of Information Systems and the Organization, IS&O 2018, San Francisco, CA, USA, December 11-12, 2018, Proceedings
Depositing User : Melanie Hughes
Date Deposited : 07 Dec 2018 13:00
Last Modified : 07 Dec 2018 13:04
URI: http://epubs.surrey.ac.uk/id/eprint/850003

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