Empirische Untersuchung der Nutzerakzeptanz einer Demand-Side-Plattform für Programmatisches Marketing

Companies are increasingly relying on programmatic software platforms to optimize the performance of their advertising campaigns. Demand side platforms (DSPs) help advertisers find suitable advertising spaces based on individual goals, budget and user data. Although the relevance of user acceptance for the successful use of systems in general is underlined, there is a lack of empirical studies that specifically deal with the acceptance of DSPs. This case study fills the research gap by analyzing a DSP that has already been used in practice from a user perspective, in order to gain a deep understanding of the factors influencing the acceptance and use of these technologies. For this purpose, a qualitative empirical approach is chosen that is based on acceptance theories, in order to be able to understand and explain the influencing factors in a theory-based manner. The results of this study can be of great importance for advertising companies as well as for providers and developers of a DSP, as they provide insights into how the functionalities of a DSP are perceived by users, which ones are considered particularly useful, and where there is potential for improvement. The results confirm, among other things, the special role of performance expectations and effort expectations as well as that of habits in user acceptance. The implications of the results for further research and practice in the sense of recommendations for action to optimize the system are also presented.