Abstract Over the past 40 years, we have witnessed seismic shifts in advertising planning and buying processes. Due in no small part to the emergence of digital media, consumer choices have mushroomed, while advertisers understand much more about target audiences. Advertising activities have been drastically transformed by the possibilities that technology creates for targeting and measurement, automation of activities via programmatic advertising, and an overall computational approach in which algorithmic, data-driven decisions dominate. In this era, what does it mean to “do media planning” and to do it well? The present article argues for planning decisions to move away from simply purchasing exposure to instead focusing on fostering engagement through meaningful and sustained interactions with consumers. It provides an overview of the digital ecosystem that makes computational advertising possible, updates the notion of consumer engagement for this context, and reviews how measurement becomes more central to media planning decisions. Ethical and normative considerations and computational advertising as an adaptive learning system are discussed as crosscutting issues, followed by a proposed research agenda.

中文翻译：

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从购买曝光到促进参与：新兴的计算广告领域的品牌-消费者体验

摘要在过去的40年中，我们目睹了广告规划和购买过程中的巨变。在很大程度上，由于数字媒体的出现，消费者的选择如雨后春笋般涌现，而广告商则对目标受众有了更多的了解。技术为目标定位和测量创造了可能性，通过程序化广告实现活动自动化，以及以算法，数据驱动决策为主导的整体计算方法，广告活动已经发生了巨大变化。在这个时代，“做好媒体策划”并做好它意味着什么？本文认为，计划决策要从单纯购买购买权转向逐步通过与消费者的有意义和持续的互动来促进互动。它概述了数字生态系统，使计算广告成为可能，针对这种情况更新了消费者参与的概念，并回顾了衡量如何在媒体规划决策中变得更加重要。道德和规范性考虑以及作为自适应学习系统的计算广告被作为贯穿各领域的问题进行了讨论，随后提出了拟议的研究议程。