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Demand-Side-Plattformen (DSPs) helfen Werbetreibenden dabei, passende Werbepl\u00e4tze auf Basis der individuellen Ziele, des Budgets und der Nutzerdaten zu finden. Obwohl die Relevanz der Benutzerakzeptanz f\u00fcr die erfolgreiche Nutzung von Systemen im Allgemeinen unterstrichen wird, mangelt es an empirischen Studien, die sich spezifisch mit der Akzeptanz von DSPs besch\u00e4ftigen. Diese Fallstudie f\u00fcllt die Forschungsl\u00fccke dahingehend, dass sie eine bereits in der Praxis eingesetzte DSP aus Nutzerperspektive analysiert, um ein tiefgehendes Verst\u00e4ndnis der Einflussfaktoren der Akzeptanz und Nutzung dieser Technologie zu erlangen. Zu diesem Zweck wird eine qualitative empirische Vorgehensweise gew\u00e4hlt, die sich an Akzeptanztheorien orientiert, um die Einflussfaktoren theoriegeleitet verstehen und erkl\u00e4ren zu k\u00f6nnen. Die Ergebnisse dieser Studie k\u00f6nnen sowohl f\u00fcr werbetreibenden Unternehmen als auch f\u00fcr Anbieter und Entwickler einer DSP von gro\u00dfer Bedeutung sein, da sie Erkenntnisse dar\u00fcber liefern, wie die Funktionalit\u00e4ten einer DSP von den Nutzenden wahrgenommen werden, welche als besonders n\u00fctzlich erachtet werden, und wo es Potenzial zur Verbesserung gibt. Die Ergebnisse best\u00e4tigen unter anderem die besondere Rolle der Leistungserwartung und Aufwandserwartung sowie auch die der Gewohnheit f\u00fcr die Nutzerakzeptanz. Die Implikationen der Ergebnisse f\u00fcr weitere Forschung und Praxis im Sinne von Handlungsempfehlungen f\u00fcr die Optimierung des Systems werden ebenfalls vorgestellt.<\/jats:p>","DOI":"10.1365\/s40702-024-01078-z","type":"journal-article","created":{"date-parts":[[2024,5,13]],"date-time":"2024-05-13T16:02:16Z","timestamp":1715616136000},"page":"723-743","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Empirische Untersuchung der Nutzerakzeptanz einer Demand-Side-Plattform f\u00fcr Programmatisches Marketing","Empirical Investigation of User Acceptance of a\u00a0Demand Side Platform for Programmatic Marketing"],"prefix":"10.1365","volume":"61","author":[{"given":"Yelka","family":"von Zastrow","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0331-3056","authenticated-orcid":false,"given":"Fahri","family":"Yetim","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2024,5,13]]},"reference":[{"volume-title":"Programmatic advertising: the successful transformation to automated, data-driven marketing in real-time","year":"2016","key":"1078_CR1","unstructured":"Busch\u00a0O (Hrsg) (2016) Programmatic advertising: the successful transformation to automated, data-driven marketing in real-time. 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