Podrobný výpis o publikaci

Programmatic advertising is becoming a popular product for online media buyers and an important part of modern marketing. Unfortunately, the demand for digital advertising channels is high, and this environment is stimulating rapid increases in the price of online advertisements. The present study examined this issue in the Czech Republic using the Association for Internet Progress (SPIR) data for Q4 2021 on a research sample of 270,250 records of online advertisements. In the first phase of the study, the sample was analyzed using statistical and mathematical methods. Based on the findings obtained and the method of regression analysis, a model was developed for the dependent variable Cost Per Thousand (CPT). In the second phase of the study, the knowledge gained was used to develop a financial controlling model, which was experimentally tested on n=31 advertisers. The goal of the financial controlling was to improve efficiency of online advertisement and decrease CPT. This experimental testing found that advertisers commonly do not use any tools to optimize online advertisement performance. By implementing and actively using the financial controlling model, online advertisement performance increased on average 10-25% (meaning that CPT decreased).