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Programmatic Advertising: Forewarning and avoiding hype-cycle failure

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  • White, Gareth R.T.
  • Samuel, Anthony

Abstract

The emergence of new technologies has often been examined through their transition along the hype-cycle. While this has been a useful approach, recent research indicates that not all new technologies follow the pattern of the hype-cycle as originally envisaged by Gartner.

Suggested Citation

  • White, Gareth R.T. & Samuel, Anthony, 2019. "Programmatic Advertising: Forewarning and avoiding hype-cycle failure," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 157-168.
    • Handle: RePEc:eee:tefoso:v:144:y:2019:i:c:p:157-168
    DOI: 10.1016/j.techfore.2019.03.020
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    References listed on IDEAS

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    Cited by:

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    2. Xiaoli Wang & Yun Liu & Lingdi Chen & Yifan Zhang, 2022. "Correlation Monitoring Method and model of Science-Technology-Industry in the AI Field: A Case of the Neural Network," SAGE Open, , vol. 12(4), pages 21582440221, December.
    3. Jessica Mancilla-de-la-Cruz & Marisela Rodriguez-Salvador & Laura Ruiz-Cantu, 2020. "The Next Pharmaceutical Path: Determining Technology Evolution in Drug Delivery Products Fabricated with Additive Manufacturing," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 14(3), pages 55-70.
    4. Richet, Jean-Loup, 2022. "How cybercriminal communities grow and change: An investigation of ad-fraud communities," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

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