Creative Cohesion in Programmatic Advertising

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The candidature confirmation presents an overview of Phuong Anh KIEU's research at the Macquarie Business School under the supervision of A/Prof Stephanie Huang and Prof Scott Koslow. The study, titled "Creative Cohesion in Programmatic Advertising," investigates the triadic dynamics between humans and machines using a qualitative, interpretivist methodology. It aims to offer theoretical insights into creative cohesion as a process and provide practical guidance for media agencies. This...