Competitive advertising strategies for programmatic television
Year of publication: |
2020
|
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Authors: | Guitart, Ivan A. ; Hervet, Guillaume ; Gelper, Sarah |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 48.2020, 4, p. 753-775
|
Subject: | Programmatic television | Real-time competitor tracking | Competitive advertising | Advertising scheduling | Advertising effectiveness | Television advertising | Fernsehwerbung | Werbung | Advertising | Wettbewerb | Competition | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Fernsehen | Television | Hörfunkwerbung | Radio advertising |
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