Publicidad programática y entorno cookieless: análisis decontenido en los medios españoles = Programmatic Advertising and the Cookieless Environment: A Content Analysis in the Spanish Media

Identifier:  imarina:9449230

Handle: https://hdl.handle.net/20.500.11797/imarina9449230

Authors:  Fuentes-Santos P; Díaz JB; Martin-Vicario L; Papaoikonomou E

Abstract:
The purpose of this study is to thoroughly analyze how Spanish digital media are addressing programmatic advertising and the transition to a cookieless environment. In terms of methodology, an exhaustive content analysis was carried out using the Factiva database. For the selection of the sample, a working corpus of 223 articles was created, which, after applying the filters described in the methodological section, made up a final sample of 81 articles. The analyzed articles address issues such as the relevance of programmatic advertising, the challenges and opportunities presented by the cookieless environment, and user perceptions regarding these changes in the digital ecosystem. The study’s results reveal that the discussion on these topics is predominantly concentrated in media specialized in technology and digital marketing. The overall tone of the articles is mostly neutral and positive, highlighting the potential of programmatic advertising and the advantages of the cookieless environment. However, significant concerns are also identified regarding user privacy and compliance with current regulations. Among the main conclusions, it is noted that Spanish digital media place greater importance on the cookieless environment, considering this change an opportunity to innovate and improve transparency and user trust in the digital ecosystem.