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2022 | OriginalPaper | Chapter

Understanding Irresponsibility in Digital Advertising

Authors : Boyi Jin, Martin J. Liu, Jun Luo, Russa Yuan

Published in: Responsible Innovation Management

Publisher: Springer Nature Singapore

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Abstract

This research systemically reviews the directions in existing research in the digital marketing domain and unveils the irresponsibility in the digital advertising domain. The inefficiencies inherited from traditional advertising are enhanced or magnified by digital channels. This research reviews previous studies on advertising efficiency and states the enhanced challenges in the digital era: agency problem, advertising effect measurement, and the black box by programmatic advertising. Further, this research proposes the data as one potential direction for future study in the digital advertising domain.

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Title: Understanding Irresponsibility in Digital Advertising
Authors: Boyi Jin
Martin J. Liu
Jun Luo
Russa Yuan
Publisher: Springer Nature Singapore
Book: Responsible Innovation Management
Print ISBN: 978-981-19-4479-6

Electronic ISBN: 978-981-19-4480-2

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-981-19-4480-2_5