%0 Conference Proceedings
%T Objects, Metrics and Practices: An Inquiry into the Programmatic Advertising Ecosystem
%+ Surrey Business School [Guildford]
%+ London School of Economics and Political Science (LSE)
%A Alaimo, Cristina
%A Kallinikos, Jannis
%Z Part 2: Social Implications of Algorithmic Phenomena
%< avec comité de lecture
%( IFIP Advances in Information and Communication Technology
%B Working Conference on Information Systems and Organizations (IS&O)
%C San Francisco, CA, United States
%Y Ulrike Schultze
%Y Margunn Aanestad
%Y Magnus Mähring
%Y Carsten Østerlund
%Y Kai Riemer
%I Springer International Publishing
%3 Living with Monsters? Social Implications of Algorithmic Phenomena, Hybrid Agency, and the Performativity of Technology
%V AICT-543
%P 110-123
%8 2018-12-10
%D 2018
%R 10.1007/978-3-030-04091-8_9
%K Automation
%K Digital advertising
%K Performativity
%K Digital objects
%K Information infrastructures
%Z Computer Science [cs]
%Z Humanities and Social Sciences/Library and information sciencesConference papers
%X Programmatic advertising is a large scale, real-time bidding process, whereby ads are automatically assigned to available spaces across types of media and geographic regions upon an individual user’s browser request. The large-scale automation of programmatic advertising requires the establishment of standards and the development of technologies to govern the behavior of market participants (sellers, buyers, intermediaries). We present evidence on the rules of programmatic exchange and on the role played by a specific class of digital objects. We focus in particular on the metrics to which these objects are linked and how they define what is exchanged and the parameters of these exchanges. We furthermore demonstrate that the metrics and the technological complexes associated with them are constituted by the institutional field of digital advertising and its complex technological infrastructure. Rather than being simply means to monitor a pre-existing reality ‘out there’ (such as user or audience behavior) these metrics and techniques bring forward their own reality and heavily impact upon and shape the objects and processes of digital advertising.
%G English
%Z TC 8
%Z WG 8.2
%2 https://inria.hal.science/hal-02083589/document
%2 https://inria.hal.science/hal-02083589/file/476441_1_En_9_Chapter.pdf
%L hal-02083589
%U https://inria.hal.science/hal-02083589
%~ SHS
%~ IFIP
%~ IFIP-AICT
%~ IFIP-TC
%~ IFIP-TC8
%~ IFIP-WG8-2
%~ IFIP-ISO
%~ IFIP-AICT-543