Digital advertising data: from accumulation to redefining value and practices

Chair Research

image illustrative
Author(s) Théophile Megali
Publication type Research Paper

Annales des Mines, n° 18, Juin 2022
« Les données de la publicité numérique : de l’accumulation à la redéfinition de la valeur et des pratiques » 

The way digital advertising works is based on the massive use of data, mainly for buying/selling advertising space, targeting or measuring the audience and performance of campaigns. By virtue of their vertical integration, platforms operating in "walled gardens" follow a logic of accumulating these different types of data, and stand out from their competitors. However, in addition to these structural factors, legal and technical factors are causing a redefinition of the value of data and a change in advertising practices, once again in a direction favourable to these players.

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