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Global Conference 2019

del 12 al 16 de July del 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Cultural Orientation of Long-tailed Traffic of Programmatic Buying

domingo, el 14 de julio de 2019 a las 13:30–14:45 CST
2 Room 2
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Critical/Cultural Studies
Digital/Online Advertising
Online Communities
Abstract

This article proposes to analyze the mode of long-tailed traffic of programmatic buying and takes this mode as a much different one to the mode of traditional media buying. The mode of long-tailed traffic of programmatic buying is a supplement of traditional one, and it is also a way to optimize and redistribute the capital from advertiser. This mode could guide the capital into the long-tailed areas of medium, particularly into the subculture concerned medium to stimulate its content reproduction. Meanwhile, the price system of this mode is to assess the value of every single user’s attention and then make a real-time bidding for it. This price system is also much different from the traditional one, which assesses the value of diverse medium. The mode of long-tailed traffic of programmatic buying negates a value difference existing among different types of content and media, and insists there is no distinction between the primary and the secondary among content and media. The distinction between dominant culture and subculture was dispelled and the construction was destructed.

First & Corresponding Author

Zheyu Li, Communication University of China
Authors in the order to be printed.

Zheyu Li, Dr. Guangzhi Chu

Additional Authors

Guangzhi Chu, Communication University of China
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