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Media sales trends on Czech online media market
Frantová, Nikol ; Klimeš, David (advisor) ; Hrabánková, Markéta (referee)
The thesis Trends of media sales techniques on Czech online media market with focus on programmatic buying describes functioning of automated (programmatic) advertising inventory trading on the Czech market. The text focuses on the penetration of this new method, the mechanics of its functioning and its current and future role within the Czech online advertising market. The first part describes a theoretical framework of programmatic advertising and its main principles and functions. In this chapter, programmatic buying method is defined and established within the different types of methods of advertising inventory trading. In addition, the roles of individual market entities in programmatic trading are defined, as well as the technological platforms, which secure the functionality and operation of automated buying. At the end of the theoretical part, the different types of programmatic transactional methods are defined, the practical use of which is then further explored within the research chapter. The thesis also includes methodological part, which concentrates on methodological framework and relevant research method, followed by the description of the selected methods: data analysis, qualitative research and research of professional and specialized materials. In the methodological chapter are...
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