Le spot TV à l’heure des plateformes. Une analyse de la stratégie publicitaire du Groupe TF1
This article highlights the platformization of the advertising market as influenced by search engines and social networks. It analyzes how the media try to adjust by mixing data management and brand safety, highlighting coopetition strategies between platforms and media industries. The article exami...
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| Main Author: | |
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| Format: | Article |
| Language: | fra |
| Published: |
Association de Recherche en Technologies de l’Information et de la Communication
2019-04-01
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| Series: | Tic & Société |
| Subjects: | |
| Online Access: | https://journals.openedition.org/ticetsociete/3406 |
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