This conceptual paper aims to collect and analyse the quality and quantity data regarding the current status and prospective evolution of digital marketing intermediaries. The analysis offers classification and examination of the current status of digital marketing ecosystem, proposes definition of the digital marketing multi-sided platform, develops research framework for digital advertising platforms strategical research, comparison, and business models analysis.
Original languageEnglish
Title of host publicationThe Proceedings of the 4th International Conference on Contemporary Marketing Issues
Pages1-6
Number of pages6
StatePublished - 2016

    Research areas

  • digital marketing intermediary taxonomy, digital marketing multi-sided platform, platform business models

ID: 7614187