Publicidad programática: pasado, presente y futuro. análisis bibliométrico.

Abstract

La inversión publicitaria digital se ha incrementado en los últimos años destacando los modelos de contratación automatizados, la publicidad programática, los buscadores y las redes sociales. En este contexto, y teniendo en cuenta el aumento significativo de la inteligencia artificial, el objetivo de este estudio es realizar un estudio bibliométrico sobre la publicidad programática, para determinar su evolución, así como las futuras líneas de investigación. Se han analizado un total de 179 artículos (desde el 2000 hasta el 2023) tanto en WoS como en Scopus mediante Biblioshiny. Tras el análisis se identificaron los principales temas: “artificial intelligence, digital advertising, sleeping giants, fake news, internet user, data protecction, user privacy, real time, machine learning, social media.” Por último, este estudio sugiere implicaciones más amplias para la industria y el mundo académico contribuyendo a un mayor desarrollo científico en este campo y que se pueda aplicar también en el ámbito profesional.Digital advertising investment has increased in recent years, with automated contracting models, programmatic advertising, search engines and social networks standing out. In this context, and taking into account the significant increase in artificial intelligence, the aim of this study is to carry out a bibliometric study on programmatic advertising, to determine its evolution, as well as future lines of research. For the bibliometric analysis, the first search generated 987 articles. After going through the exclusion and inclusion process, these articles were analysed in the selection phase, according to a variety of criteria. A total of 179 articles (from 2000 to 2023) have been analysed in both WoS and Scopus using Biblioshiny. Theanalysis identified the following main themes: ‘artificial intelligence, digital advertising, sleeping giants, fake news, internet user, data protection, user privacy, real time, machine learning, social media’. Finally, this study suggests wider implications for industry and academia contributing to further scientific development in this field and that it can also be applied in the professional field. This study has allowed us to analyse articles in both WoS and Scopus, unified through the RStudio programme, and in this way has also allowed us to determine that although scientific production in this area has increased in the last 5 years, the rapid technological evolution and the irruption of generative artificial intelligence in the digital landscape, allows programmatic advertising to broaden its horizons and market niches.