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National Repository of Grey Literature

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The importance of programmatic buying in online advertising on the Czech market Šušková, Jana ; Stříteský, Václav (advisor) ; Hromek, Filip (referee) The thesis is concerned with introduction of programmatic buying with the focus on the Real-time bidding model in the context of online marketing. Based on the analysis of secondary research it evaluates the present importance and predicts the future development of programmatic buying on the Czech market in comparison to the development in foreign countries. By author´s own several data analyses the thesis evaluates the effectiveness of programmatic buying in online advertising and the significance of its use from the perspective of the prominent Czech publisher Seznam.cz. Detailed record

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