Programmatic advertising: An exegesis of consumer concerns

作者：

Highlights：

• Provides an overview of the nascent research area of Programmatic Advertising.

• Contributes further insights of Programmatic Advertising by clarifying its functions and consumer interaction.

• Uses Paradox Theory to deconstruct Programmatic Advertising's inherent tensions as dilemmas and dialectics.

摘要

•Provides an overview of the nascent research area of Programmatic Advertising.•Contributes further insights of Programmatic Advertising by clarifying its functions and consumer interaction.•Uses Paradox Theory to deconstruct Programmatic Advertising's inherent tensions as dilemmas and dialectics.

论文关键词：Programmatic advertising,Paradox,Dilemma,Dialectic

论文评审过程：Received 6 May 2020, Revised 25 November 2020, Accepted 6 December 2020, Available online 10 December 2020, Version of Record 13 December 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106657