Smith, H. orcid.org/0000-0001-8144-5754 (2019) People-based marketing and the cultural economies of attribution metrics. Journal of Cultural Economy, 12 (3). pp. 201-214. ISSN 1753-0350
Abstract
This article examines People-Based Marketing (PBM) to theorize the cultural economies of attribution metrics. Through an analysis of marketing discourses, acquisition patterns, and marketing collaborations, it examines how platform capitalism is increasingly directed towards developing cross-device identity standards that consolidate performance metrics across digital markets. PBM extends the processes of platform capitalization across media properties, and the ways that claims of value and relevance are imbricated with the metricization of behavioral change in digital markets. The imperative of PBM to standardize techniques of identification and to make media increasingly measurable across markets has been a catalyst for new forms of data resolutions through strategic acquisitions and identity resolution consortiums. Moreover, emerging regulatory changes such as GDPR may in effect further reinforce trends towards the consolidation of data management and analytics platforms necessary to resolve identity across markets.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019 Informa UK Limited, trading as Taylor & Francis Group. This is an author-produced version of a paper subsequently published in Journal of Cultural Economy. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Marketing; platform capitalism; data analytics industries |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Department of Sociological Studies (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 19 Sep 2023 14:28 |
Last Modified: | 20 Sep 2023 13:22 |
Status: | Published |
Publisher: | Informa UK Limited |
Refereed: | Yes |
Identification Number: | 10.1080/17530350.2019.1570538 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:203494 |