Mapping the Media-Marketing Ecology

Citation

(2026) Mapping the Media-Marketing Ecology. London: Routledge. https://doi.org/10.4324/9781003674146

Abstract
This text examines the ongoing convergence of marketing and media across industries and formats and offers an authoritative analysis of branded content and forms of media- marketing integration. Drawing on the findings of the three- year Branded Content Governance Project, this book outlines the expansion of mediamarketing ecologies , from marketers, agencies, and media to include platforms, creators, and advertising technology (adtech). It charts the rapid take- up of artificial intelligence (AI) and machine learning tools, the role of platforms, and the expansion of actor- types across the creator economy. The authors define and analyse key concepts including polycentric governance, governance- in- practice, and ethics, and map ‘problems’ and ‘mitigations’ concerning branded content practices and governance. Providing an authoritative taxonomy for branded content advertising forms and formats, this book provides a guide for students as well as useful reading for researchers and advanced scholars of advertising and marketing communications.

Keywords
Economics; Financde; Business & Industry; Humanities