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Transformation digitale et avènement des plateformes programmatiques : la publicité digitale en question

Author

Listed:
  • Nabyla Daidj

    (IMT-BS - DSI - Département Systèmes d'Information - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

  • Thierry Delecolle

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Cédric Diridollou

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Catherine Morin

    (ISC Paris - Institut Supérieur du Commerce de Paris)

Abstract

Through the concept of platform, this research analyses the digital transformation at work in the media space buying sector faced since 2012 with the emergence of programmatic platforms. These platforms enable publishers to distribute unsold space and advertisers to buy discounted space, in a blind system. The transformation is characterized by the emergence of new intermediate actors in the chain from the advertiser to the publisher. A literature review on the concept of platforms lays the foundation for a grid of analysis of actors' logical through thirteen interviews of digital advertising professionals. It illustrates the economic mechanisms associated to the platforms but also the roles of actors and issues that incumbents should meet to justify their value on the market. Moreover, it shows that the players on the two sides can influence the configuration of the platform and calls for a ref lection on the evolution of the platforms.

Suggested Citation

  • Nabyla Daidj & Thierry Delecolle & Cédric Diridollou & Catherine Morin, 2017. "Transformation digitale et avènement des plateformes programmatiques : la publicité digitale en question," Post-Print hal-01585295, HAL.
    • Handle: RePEc:hal:journl:hal-01585295
    DOI: 10.3917/mav.094.0131
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    Cited by:

    1. Gaëlle Baudry & Papa Alioune Ba & Youssef Miloudi, 2023. "Entre défis organisationnels, sociaux et techniques pour la production de la ville : de la plateformisation des services à l'usager vers la transversalité des échanges," Post-Print hal-03969467, HAL.

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