Evolución y Desafíos de la Publicidad Programática en un Entorno Cookieless: Adaptación y Futuro en un Mundo Sin Cookies de Terceros

Identifier:  TDX:4551

Handle: https://hdl.handle.net/20.500.11797/TDX4551

Authors:  Fuentes Santos, Paloma

Abstract:
The thesis examines the evolution and challenges of programmatic advertising in a cookieless environment through four scientific articles. The first article conducts a systematic review of programmatic advertising literature up to 2023, noting the lack of a unified definition and advancements in contextual targeting and artificial intelligence. The second article discusses the impact of eliminating third-party cookies in Google Chrome, advocating for alternative methods like contextual targeting and first- and second-party data. Google's 'Topics' proposal is highlighted as a potential solution needing further research. The third article explores the role of emotions in the adoption and use of programmatic advertising, finding that emotions significantly influence usage intention and manager satisfaction. Negative emotions are tied to perceived complexity, while positive emotions relate to self-assessed ability. The fourth article analyzes Spanish digital media's coverage of programmatic advertising and the cookieless environment, emphasizing the importance of cohesive and comprehensive reporting. The thesis concludes that programmatic advertising is at a pivotal stage, driven by the removal of third-party cookies and the rise of artificial intelligence. It recommends future research in targeting methods, artificial intelligence, new advertising formats, fraud detection, and ethical considerations to ensure the industry's sustainable growth.