![Programmatic Advertising](https://img.perlego.com/book-covers/3450114/9783319250236_300_450.webp)
Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Oliver Busch
- English
- PDF
- Disponible sur iOS et Android
Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Oliver Busch
Ă propos de ce livre
Thisfundamental guide on programmatic advertising explains in detail how automated, data-driven advertisingreally works in practice and how the right adoption leads to acompetitive advantage foradvertisers, agencies and media. The new way of planning, steering and measuring marketing maystill appear complex and threatening but promisingat once to most decision makers. Thiscollaborative compendium combines proven experienceand best practice in 22 articleswritten by 45 renowned experts from all aroundthe globe. Among them Dr. Florian Heinemann/Project-A, Peter WĂŒrtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. MarcGrether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr.Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
Foire aux questions
Informations
Table des matiĂšres
- Preface
- Contents
- List of Contributors
- Part I: Concept
- The Programmatic Advertising Principle
- Borderless Media Management
- Programmatic Disruption for Premium Publishers
- Perspectives of Programmatic Advertising
- Part II: Components
- Consumer-Centric Programmatic Advertising
- Understanding Demand-Side-Platforms
- Granularity Creates Added Value for Every Objective
- Enhanced Success with Programmatic Social Advertising
- Programmatic Brand Advertising
- The Creative Challenge
- Unleashing the Power of Greater Creatives for Brands
- Cross-Channel Real-Time Response Analysis
- The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World
- How to Be a Successful Publisher in the Programmatic World
- Part III: Transformation
- The CMOs Challenge
- Integrated Campaign Planning in a Programmatic World
- Evolution of Digital Campaign Design and Management
- Realtime Data Accelerates Online Marketing
- Redefining Retargeting
- Driving Performance with Programmatic CRM
- Pricing for Publisher: Scaling Value, Not Volume
- Managing to Quality Attention and Outcome Through Programmatic Technology
- For Social Good