Platform-based ecosystems have recently attracted considerable scholarly attention. This research aims to understand the extent to which big data contributes to the emergence of specific types of ecosystem. Our empirical setting is programmatic advertising, a large scale distributed platform ecosystem based on the real-time automated method of buying and selling advertisements. We focus on identifying the processes of ecosystem emergence. Our initial evidence suggests that technological and organizational protocols and the highly-standardized language sustaining real-time bidding play an important role in shaping ecosystem emergence and configuration. As we continue to analyse this case, we aim to investigate the set of focal firms strategic responses, and assess the extent to which using and creating big data offers distinct modes of value creation than non-big-data business models.

The Emergence of Data-based Ecosystems: The Case of Programmatic Advertising / Alaimo, Cristina; Gawer, Annabelle; Sessa-Sforza, Cosima. - Academy of Management Global Proceedings, (2018), pp. - (Academy of Management Specialized Conference BIG DATA AND MANAGING IN A DIGITAL ECONOMY, Guildford, Surrey, UK, 18-20 April 2018).

The Emergence of Data-based Ecosystems: The Case of Programmatic Advertising

Alaimo, Cristina
;
2018

Abstract

Platform-based ecosystems have recently attracted considerable scholarly attention. This research aims to understand the extent to which big data contributes to the emergence of specific types of ecosystem. Our empirical setting is programmatic advertising, a large scale distributed platform ecosystem based on the real-time automated method of buying and selling advertisements. We focus on identifying the processes of ecosystem emergence. Our initial evidence suggests that technological and organizational protocols and the highly-standardized language sustaining real-time bidding play an important role in shaping ecosystem emergence and configuration. As we continue to analyse this case, we aim to investigate the set of focal firms strategic responses, and assess the extent to which using and creating big data offers distinct modes of value creation than non-big-data business models.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/192891
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