Estudio Delphi sobre la evolución y perspectivas de la compra programática de publicidad en España

Pablo  Garrido-Pintado; Raquel  Caerols Mateo; Juan Gabriel García Huertas

doi:10.31921/doxacom.n27a13

Authors

Pablo Garrido-Pintado Francisco de Vitoria University, Madrid https://orcid.org/0000-0002-6111-6715
Raquel Caerols Mateo Francisco de Vitoria University, Madrid https://orcid.org/0000-0001-5167-8629
Juan Gabriel García Huertas Francisco de Vitoria University, Madrid https://orcid.org/0000-0001-5317-781X

DOI:

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

Keywords:

Digital advertising, programmatic advertising, data analysis, professional profiles, media planning

Abstract

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.

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Author Biographies

Pablo Garrido-Pintado, Francisco de Vitoria University, Madrid

PhD in Information Science from the Complutense University of Madrid, with a doctoral thesis entitled ‘Online Travel Agencies: Situation and Perspectives in Spanish Electronic Commerce. He is currently a Phd professor accredited by the Spanish National Agency for Quality Assessment and Accreditation (ANECA) and responsible of teaching innovation in Universidad Francisco de Vitoria. He is the author of scientific articles and books on advertising, tourism marketing and audiovisual creation. He is an active member of the research group Icono 14. He has collaborated as visiting professor at the University of The Hague (The Netherlands) and the San Pablo-T University (Argentina).
Raquel Caerols Mateo, Francisco de Vitoria University, Madrid

Tenured professor, accredited by the Spanish National Agency for Quality Assessment and Accreditation (ANECA), and with a recognised six-year research qualification. PhD in Applied Creativity from the Faculty of Fine Arts at the Complutense University of Madrid (UCM). Assistant Professor in creativity at the Faculty of Communication at the Universidad Francisco de Vitoria. She has also participated as a guest speaker in international conferences such as the Computer Art conference in Mexico City or the VI Congress of Play and Teaching for a New Way of Learning in Cartagena de Indias (Colombia). She has published articles in prestigious publications. She was the co-director of the I Symposium of Cyberculture and New Media Art, financed by the Spanish Ministry of Culture and Sport
Juan Gabriel García Huertas, Francisco de Vitoria University, Madrid

Professor at the Universidad Francisco de Vitoria, teaching the subject ‘Management and Web Development’. PhD from the Complutense University of Madrid with a thesis entitled ‘The Presence of the Concept of Friendship on Facebook according to the work On Friendship by Pedro Laín Entralgo’. Director and webmaster of the Universidad Francisco de Vitoria’s photography department. Organiser of the Universidad Francisco de Vitoria’sImage Week and head of its digital marketing team, andof the 1st International SIMUFV Congress. He has contributed to several publications for national and international conferences. He combines his teaching and research work with website design using CMS technology

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