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The construction of marketing measures: The case of viewability

Cluley, Robert

Authors

ROBERT CLULEY ROBERT.CLULEY@NOTTINGHAM.AC.UK
Associate Professor in Organisation Studies



Abstract

© The Author(s) 2018. 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.

Citation

Cluley, R. (2018). The construction of marketing measures: The case of viewability. Marketing Theory, 18(3), 287-305. https://doi.org/10.1177/1470593117753981

Journal Article Type Article
Acceptance Date Sep 20, 2017
Online Publication Date Jan 24, 2018
Publication Date Sep 1, 2018
Deposit Date Nov 16, 2017
Publicly Available Date Jan 24, 2018
Journal Marketing Theory
Print ISSN 1470-5931
Electronic ISSN 1741-301X
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 18
Issue 3
Pages 287-305
DOI https://doi.org/10.1177/1470593117753981
Public URL http://eprints.nottingham.ac.uk/id/eprint/48178
Publisher URL http://journals.sagepub.com/doi/abs/10.1177/1470593117753981
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf





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