The construction of marketing measures: the case of viewability
This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a k...
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| Format: | Article |
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Sage
2018
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| Online Access: | https://eprints.nottingham.ac.uk/48178/ |
| _version_ | 1848797709975158784 |
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| author | Cluley, Robert |
| author_facet | Cluley, Robert |
| author_sort | Cluley, Robert |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a key marketing measure in digital advertising: viewability. It shows how a range of competing interests can be mobilized and aligned; how an object of interest can be stabilized; and how standards for measurement can be reconciled. Across this account, we can see how issues of accuracy, ideology and ethics are bracketed off as participants agree on which things matter and which things count. |
| first_indexed | 2025-11-14T20:08:12Z |
| format | Article |
| id | nottingham-48178 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:08:12Z |
| publishDate | 2018 |
| publisher | Sage |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-481782020-05-04T19:28:08Z https://eprints.nottingham.ac.uk/48178/ The construction of marketing measures: the case of viewability Cluley, Robert This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a key marketing measure in digital advertising: viewability. It shows how a range of competing interests can be mobilized and aligned; how an object of interest can be stabilized; and how standards for measurement can be reconciled. Across this account, we can see how issues of accuracy, ideology and ethics are bracketed off as participants agree on which things matter and which things count. Sage 2018-01-24 Article PeerReviewed Cluley, Robert (2018) The construction of marketing measures: the case of viewability. Marketing Theory . ISSN 1741-301X http://journals.sagepub.com/doi/abs/10.1177/1470593117753981 doi:10.1177/1470593117753981 doi:10.1177/1470593117753981 |
| spellingShingle | Cluley, Robert The construction of marketing measures: the case of viewability |
| title | The construction of marketing measures: the case of viewability |
| title_full | The construction of marketing measures: the case of viewability |
| title_fullStr | The construction of marketing measures: the case of viewability |
| title_full_unstemmed | The construction of marketing measures: the case of viewability |
| title_short | The construction of marketing measures: the case of viewability |
| title_sort | construction of marketing measures: the case of viewability |
| url | https://eprints.nottingham.ac.uk/48178/ https://eprints.nottingham.ac.uk/48178/ https://eprints.nottingham.ac.uk/48178/ |