Ethical implications of digital advertising automationThe case of programmatic advertising in Spain

  1. Inmaculada J. Martínez Martínez 1
  2. Juan Miguel Aguado 1
  3. Yannick Boeykens 1
  1. 1 Universidad de Murcia, Facultad de Comunicación y Documentación
Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2017

Issue Title: Ética, investigación y comunicación

Volume: 26

Issue: 2

Pages: 201-210

Type: Article

DOI: 10.3145/EPI.2017.MAR.06 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Abstract

Ineffective traditional advertising planning methods, the growing advertising saturation of digital media, and the disrupting influence of the digital players in the advertising sector have created a need for new methods and tools for advertising in today’s ubiquitous Internet. Programmatic advertising is currently considered one of the most efficient forms of automation in the new online advertising environment and is excelling in major advertising markets like the US and United Kingdom. In Spain, however, there are still some important unaddressed questions regarding the level of implementation on a national and regional scale and the ethical implications derived from the implementation of this new technology. To address these points we have carried out qualitative research using a panel of experts with relevant background on the use of programmatic buying technology on a daily basis. The results stress the need for adapting capabilities in a rapidly evolving advertising sector, in which new technologies give rise to new complex processes with important ethical and reputational implications. We have identified a major contradiction between professionals’ views and users’ perceptions; the responsible use of these tools and the ability to identify the consequences of them appear to be a professional and functional challenge.

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Funding information

The research results presented in this paper are part of two coordinated projects: Mobile media & personal data: Impact in media industries, advertising system and users’ perception, funded by the Spanish Ministry of Economy and Competitiveness (CSO2013-47394-R) and Mob Ad: Impact of mobile technologies in strategic and commercial commu-nication funded by the Regional Agency for Science and Technology – Seneca Foundation (19451/PI/14).

Funders

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