麻豆传媒AV

Citation

MacRury I & Manika D (2024) Introduction: Advertising at a juncture. In: Digital Advertising Evolution. Routledge, pp. 1-20. https://doi.org/10.4324/9781003168485-1

Abstract
The introduction, by the editors, Iain MacRury and Danae Manika, highlights recent technological, socio-cultural, and economic factors ushering in changes in digital advertising, from the rise of programmatic media processing to the launch of AI creative agencies. It explores the convergence of digital media-marketing genres and the concept of “liquid” advertising, while discussing ongoing issues of power, responsibility, ethics, representation, audience engagement, and regulation. They present the book’s structure, organised into five parts, supporting a comprehensive analysis of digital advertising’s history, innovations, audience dynamics, sectoral variations, and regulatory challenges. This introduction to Digital Advertising Evolution invites students, researchers, and professionals to explore the book and to better understanding the dynamic field of digital advertising. It shows how the volume, featuring 30 contributing authors, helps examine transformative shifts in advertising and promotional communication, influenced by AI, new digital ad formats, platform-centric media marketing, and the Internet of Things (IoT). The collection addresses the impact of accelerated consumer-cultural changes, e-commerce, and socio-economic inequalities amidst global economic turmoil and climate challenges. It also considers AI’s growing role in digital media and the domestication of AI-led communications.