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  • Real Time Bidding System

    Rights statement: This is a pre-copy-editing, author-produced PDF of an article accepted for publication in The Oxford Handbook of Media, Technology, and Organization Studies following peer review. The definitive publisher-authenticated version The Oxford Handbook of Media, Technology, and Organization Studies Edited by Timon Beyes, Robin Holt, and Claus Pias is available online at: https://global.oup.com/academic/product/the-oxford-handbook-of-media-technology-and-organization-studies-9780198809913?facet_narrowbypubdate_facet=This%20Month&lang=en&cc=gb#

    Accepted author manuscript, 198 KB, PDF document

    Embargo ends: 19/12/21

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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Real Time Bidding System

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Abstract

The chapter focuses on Real-Time Bidding (RTB) as representative of the market devices by which the commercialisation of attention is currently organized. RTB enables advertisers (in the form of automated agents) to select and target Internet and social media users in real time and through multiple third-party websites. In so doing, the devices and machinations of digital advertising bring into being complex chains of parasitic (in Serres's sense) inhabitations as advertisers, publishers, fraudsters, bots, etc. jockey for the best positions from which to intercept and divert money and attention.

Bibliographic note

This is a pre-copy-editing, author-produced PDF of an article accepted for publication in British Journal for the Philosophy of Science following peer review. The definitive publisher-authenticated version Cooper, Rachel Why Hacking is Wrong about Human Kinds British Journal for the Philosophy of Science 2004 55: 73-85 is available online at: http://bjps.oxfordjournals.org/cgi/content/abstract/55/1/73