Research questions
Introduction
Here is a sample of the issues we are investigating:
- How do practitioners measure advertising's effectiveness and optimise campaign performance?
- How are data gathered and used for measurement, attribution and personalisation?
- How is this changing?
- How are publishers seeking to increase revenues from online advertising?
- What obstacles do they face?
- How do practitioners in smaller firms negotiate a world with large and influential
- companies?
- How do practitioners ensure that advertisements don't appear in inappropriate contexts?
- How do advertising professionals protect campaigns against fraud?
- Are practitioners happy to have the conduct of campaigns and, e.g., bidding steered by platforms' machine learning tools?
- How is demand for advertising brought together with supply of opportunities for it?
- E.g., how and why have forms of auction changed?