Programmatic Advertising and the Cookieless Environment: A Content Analysis in the Spanish Media

DOI: https://doi.org/10.5209/emp.97396
Keywords: Programmatic advertising, Cookieless environment, Digital media, Third-party cookies, User privacy

Abstract

The purpose of this study is to thoroughly analyze how Spanish digital media are addressing programmatic advertising and the transition to a cookieless environment. With the advancement of privacy regulations and technological changes, the advertising industry is facing a constantly evolving landscape. This analysis aims to shed light on the strategies adopted by the media to adapt to this new reality. Regarding the methodology, an exhaustive content analysis has been conducted using the Factiva database. For sample selection, a working corpus composed of 223 articles focusing on various topics related to programmatic advertising and the cookieless environment has been formed. The analyzed articles address issues such as the relevance of programmatic advertising, the challenges and opportunities presented by the cookieless environment, and user perceptions regarding these changes in the digital ecosystem. The study's results reveal that the discussion on these topics is predominantly concentrated in media specialized in technology and digital marketing. The overall tone of the articles is mostly neutral and positive, highlighting the potential of programmatic advertising and the advantages of the cookieless environment. However, significant concerns are also identified regarding user privacy and compliance with current regulations. Among the main conclusions, it is noted that Spanish digital media place greater importance on the cookieless environment, considering this change an opportunity to innovate and improve transparency and user trust in the digital ecosystem

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Author Biographies

Paloma Fuentes-Santos, ESIC Business and Marketing School

Candidata a doctorado en Marketing en la Universitat Rovira i Virgili (URV). Posee una doble licenciatura en Derecho y Administración de Empresas (UVA, 2013), un posgrado en Marketing Digital (KSCHOOL, 2017) y un Máster en Comercio Internacional (ESIC, 2014). Desde 2016, ha trabajado en la industria del marketing digital en posiciones internacionales, enfocándose en la publicidad programática a nivel mundial. Ha trabajado en dos de las principales agencias de medios internacionales, Omnicom Group y actualmente en Publicis Media Group, con una profunda experiencia en el sector del lujo y la moda. Tiene habilidades en el desarrollo de estrategias publicitarias internacionales en diferentes países, trabajando a través con distintas culturas y con empresas como Google, Meta, Tiktok, Snapchat o Pinterest. Esta actividad la combina con ser profesora en el posgrado en Marketing Digital en ESIC Business & Marketing School, con un enfoque especial en la publicidad digital.

Javier Bustos Díaz, Euncet Business School

Doctor en Comunicación (2017), Máster en Investigación en Comunicación Periodística (2013) y Licenciado en Periodismo (2012) por la Universidad de Málaga. En la actualidad es Profesor Agregado del área de Grado en Euncet Business School. Posee un Sexenio de Investigación (CNEAI-ANECA 2021). En su carrera académica acumula más de medio centenar publicaciones entre artículos dentro del Journal Citations Reports y el Scimago Journal & Country Rank y capítulos de libro en editoriales como Tirant lo Blanch, McGraw-Hill, Gedisa, Tecnos o Pirámide entre otras.

 

Lara Martin-Vicario, Universitat Pompeu Fabra

Doctoranda en Comunicación y miembro del grupo de investigación MEDIUM y CAS en la Universitat Pompeu Fabra (UPF). Graduada en Publicidad y Relaciones Públicas (UPF, 2017), Post-graduada en Marketing Digital (ESIC, 2017) y M.A. en Investigación de Comunicación Social (UPF, 2019). Con más de 5 años de experiencia en el sector de la salud y de la alimentación en departamentos de marketing, actualmente es profesora asociada en el Departamento de Comunicación de la UPF y del Departamento de Comunicación y Publicidad de la ESIC Business School.

Eleni Papaoikonomou, Universitat Rovira i Virgili

Dr Eleni Papaoikonomou is a senior lecturer in marketing in the Rovira and Virgili University. She has published several articles and book chapters in the field of consumer behaviour, sharing economy, social movements and sustainability using mostly qualitative methodologies. Her articles can be found in journals such as the Journal of Consumer Culture, the Journal of Consumer Research, the Journal of Business Ethics among others

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Published
2025-02-26
How to Cite
Fuentes-Santos P., Bustos Díaz J., Martin-Vicario L. y Papaoikonomou E. (2025). Programmatic Advertising and the Cookieless Environment: A Content Analysis in the Spanish Media. Estudios sobre el Mensaje Periodístico, 31(1), 237-251. https://doi.org/10.5209/emp.97396
Issue
Vol. 31 No. 1 (2025)
Section
Articles

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