Pubblicità tradizionale e digital advertising: profili di valutazione economica

[Autom. eng. transl.] Advertising has been the soul of commerce for over a century. Alongside traditional channels (television, radio, printed paper), digital advertising is assuming a preponderant dimension, exploiting the Internet to direct consumption and using sophisticated algorithms to segment customers. In this evolutionary field, subject to profound changes, the evaluation metrics for the companies that use advertising services are inserted, with a view to increasing sales and brand awareness. The estimates are used in out-of-court or litigation matters, in the case of misleading advertising or other cases.