Media Buying is a strategic advertising function that involves the acquisition of advertising space or time in selected media channels through negotiation and optimization to achieve campaign objectives at minimal cost.
21
Publications
1.3K
Citations
47
Authors
33
Institutions
Publications per year
2017–2026
3
Publications
21
Conceptualizing the Evolution and Future of Advertising
Vikas Kumar, Shaphali Gupta · Journal of Advertising · 2016 · 198 citations
A survey on real time bidding advertising
Yong Yuan, Fei–Yue Wang, Juanjuan Li et al. · 2014 · 100 citations
1–5 of 21
Authors
47
- MB
2
h-index
- NT
2
h-index
- KC
2
h-index
- GM
2
h-index
- SC
1
h-index
1–5 of 47
Institutions
33
University of Michigan
Ann Arbor, United States
2 h-index
2 publications
91 citations
Tohoku University
Sendai, Japan
2 h-index
3 publications
116 citations
Tongji University
Shanghai, China
1 h-index
2 publications
142 citations
Pennsylvania State University
State College, United States
1 h-index
1 publications
19 citations
Georgia State University
Atlanta, United States
1 h-index
1 publications
198 citations
University of Akron
Akron, United States
1 h-index
1 publications
15 citations
Samsung (South Korea)
Seoul, South Korea
1 h-index
1 publications
30 citations
Institute of Automation
Beijing, China
1 h-index
4 publications
400 citations
1–8 of 33
Venues
- Marketing Science
2 publications · 127 citations
2
h-index
- Choice Reviews Online
CRO · 2 publications · 118 citations
2
h-index
- Journal of Advertising
2 publications · 307 citations
2
h-index
- SSRN Electronic Journal
Repository · 2 publications · 43 citations
2
h-index
- International Journal of Production Economics
1 publications · 71 citations
1
h-index
1–5