Programatik reklamcılığın özelliklerinin tüketici tutumu ve tıklama niyetine etkisi

Advertising has been around for a long time. Starting with the printing press and papers, nowadays you can see them in all aspects of our daily lives. The internet is used widely and the emergence of social media platforms opened new possibilities for advertisers and companies. On the other hand, even though some people never use these social media platforms, nowadays most people use the internet for various reasons. And thanks to the developments in the advertising industry, we now have programmatic advertising which is in short, an automated buying and selling of online advertising. Programmatic advertising helped advertisers to eliminate the publisher negotiation process and minimized time consumption and introduced us to machine learning and AI-optimisation to increase efficiency and transparency. This study aimed to examine how consumers are affected by programmatic advertising and how are they likely to click these kinds of ads. From the former studies and the literature review, a questionnaire has been created. 318 responses have been collected from all over Turkey with different demographics and tested with factor analysis, reliability analysis, and regression analysis using SPSS to test the hypotheses. This study showed us different relations between some characteristics of programmatic advertising that affect consumers and their intention to click. In the end, we hope that this study helps and contributes to further studies regarding programmatic advertising and its effects on consumers.