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
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Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter (peer-reviewed) › peer-review
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter (peer-reviewed) › peer-review
}
TY - CHAP
T1 - Real Time Bidding System
AU - Vurdubakis, Theodore
N1 - 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
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
KW - Attention economy
KW - Digital Advertising
KW - Market device
KW - Parasite
KW - Real-Time
M3 - Chapter (peer-reviewed)
SN - 9780198809913
SP - 391
EP - 400
BT - The Oxford Handbook of Media, Technology, and Organization Studies
A2 - Beyes, Timon
A2 - Holt, Robin
A2 - Pias, Claus
PB - Oxford University Press
CY - Oxford
ER -