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Programmatic Advertising in E-Commerce: Trends, Challenges, and Strategic Opportunities
Abstract
Programmatic advertising (PA), the most technologically advanced form of online advertising, offers significant benefits and advantages for e-commerce retailers in online marketing and product sales. However, PA also brings with it several difficulties and challenges. In this context, this book section aims to provide readers with a holistic perspective in this field by providing a comprehensive assessment of PA's essential components and technologies. The study first examined the development of PA in online advertising and then evaluated its role in improving cost advantage, precise targeting, real-time optimization, scalability, customer engagement, and experience for e-commerce retailers. In addition, the main challenges of PA, such as transparency and accountability, increasing concerns about brand safety, and advertising fraud, are discussed with a critical approach.
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