The construction of marketing measures: the case of viewability

Cluley, Robert (2018) The construction of marketing measures: the case of viewability. Marketing Theory . ISSN 1741-301X

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Abstract

This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a key marketing measure in digital advertising: viewability. It shows how a range of competing interests can be mobilized and aligned; how an object of interest can be stabilized; and how standards for measurement can be reconciled. Across this account, we can see how issues of accuracy, ideology and ethics are bracketed off as participants agree on which things matter and which things count.

Item Type: Article
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: https://doi.org/10.1177/1470593117753981
Depositing User: Eprints, Support
Date Deposited: 16 Nov 2017 13:49
Last Modified: 10 Apr 2018 14:21
URI: http://eprints.nottingham.ac.uk/id/eprint/48178

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