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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 27, July-December 2018


Pablo Garrido Pintado Universidad Francisco de Vitoria, Madrid, España
Raquel Caerols Mateo Universidad Francisco de Vitoria, Madrid, España
Juan Gabriel García Huertas Universidad Francisco de Vitoria, Madrid, España
Title Delphi Study on the evolution and prospects of the advertising programmatic buying in Spain Summary This article evaluates the phenomenon of programmatic advertising in Spain. Programmatic advertising automates the media planning process, and improves efficiency and effectiveness for the purchase and sale of advertising space. The main objectives of the study are: to establish consensus regarding a definition of programmatic purchase; to understand the new professional roles required as a result of this boom in technology, and to ascertain how the sector will develop in the future. The research technique used was the Delphi method. The research results relate to the current situation, evolution and perspectives of the phenomenon, with special emphasis on lack of specific training, lack of transparency and distrust in the inventory as the main obstacles that limit the development of this technology in our country. Keywords Digital advertising, programmatic advertising, data analysis, professional profiles, media planning.


doi: https://doi.org/10.31921/doxacom.n27a13


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