AdTech Project
Online advertising is one of today's largest scale, technically most sophisticated, and most consequential activities, for example funding much of the everyday digital world and transforming political communication. Yet 'adtech' (the technology of online advertising), has seldom been studied in any depth in the social sciences. We are conducting a five-year study of online advertising, based primarily on off-the-record interviews with a wide range of people involved in advertising. These include small and large advertisers; small and large publishers, including the major platforms; those who work at the coalface' in advertising agencies; those who have other roles in the supply chain; those who develop adtech systems and those who simply use them. Want to get in touch? Email Donald MacKenzie at d.mackenzie@ed.ac.uk to learn more.
Our research questions
