Resumen

PEREIRA, Vitória Rodrigues  y  PETERMANN, Juliana. The three dimensions of platformization in advertising work. Inmediac. Comun [online]. 2025, vol.20, n.1, e205.  Epub 01-Jun-2025. ISSN 1510-5091.  https://doi.org/10.18861/ic.2025.20.1.3932.

In this essay, we propose to connect advertising work to the theory of platformization. We analyze advertising work, a living organism within the field of advertising that adapts to the constant updates of phenomena arising from the technological landscape, and associate it with the three dimensions of platformization: data infrastructure, multilateral markets, and governance, which act as methodological operators. First, we conduct a literature review on the concepts addressed here, and then we present the three dimensions of platformization as theoretical-methodological operators, defined as follows: a) Development of data infrastructure applied to advertising activities; b) Reorganization of advertising practices and professional habitus through multilateral markets; and c) Updates in the roles of advertising agents through governance. This essay contributes to the field of communication with a methodological framework that enables a critical analysis of the transformations induced by platformization in advertising work.

Palabras clave : platformization; advertising field; advertising habitus; advertising work; moperators.

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