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date: 17 April 2021

Abstract and Keywords

This chapter focuses on Real-Time Bidding (RTB) as representative of the market devices by which the commercialization of attention is currently organized. RTB enables advertisers (in the form of automated agents) to select and target Internet and social media users in real time and through multiple third-party websites. In so doing, the devices and machinations of digital advertising bring into being complex chains of parasitic (in Serres’ sense) inhabitations as advertisers, publishers, fraudsters, bots, etc. jockey for the best positions from which to intercept and divert money and attention.

Keywords: attention economy, digital advertising, market device, parasite, real-time bidding, Serres

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