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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Mariia Gubareva
Evaluation of the Level of Competition in Digital Environment in Case of Programmatic Advertising Market
Svetun`kov Sergej Gennad`evich
Marketing Technologies
(Master’s programme)
2018
The aim of this work is studying of the competition evaluation in the digital environment. The relevance of the given topic determines that the study affects the transition from the traditional economy to digital, and the behavior of companies and consumers in the digital environment is significantly different.

The difficulty of evaluating competition in the digital environment is that there are no generally accepted methods, tools and systems of analytics to measure the transparency and quality of data that presented on the digital area. In addition, traditional indicators of competition assessment are not sufficient to carry out an objective analysis of the level of competition in the digital environmene because they do not reflect the whole picture and are difficult to measure.

Lack of knowledge about target audience and competitors in a new, digital environment is a real challenge for making strategically important decisions, because in the long term, without these knowledge, a company can lose its competitiveness. Therefore, in this paper, the author suggests an approach to assessing the level of competition in the digital environment, which is tested on the example of the market of programmatic advertising.

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