Programmatic advertising (PA) has revolutionized the digital marketing landscape, providing automated and data-driven solutions for advertisers. However, concerns regarding the credibility of PA platforms have emerged, necessitating a comprehensive understanding of the factors that influence credibility. This paper aims to explore the key drivers that enhance the credibility of PA platforms and propose a conceptual model for their evaluation. Drawing upon a review of existing literature, the study identifies three essential drivers: transparency, optimality, and safety surveillance. Each driver is considered a two-layer construct with distinct sub-components, emphasizing the complexity and interplay between various elements.
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