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Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time de Oliver Busch

Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time: Management for Professionals

Editat de Oliver Busch
en Limba Engleză Paperback – 31 mar 2018
Thisfundamental guide on programmatic advertising explains in detail how automated, data-driven advertisingreally works in practice and how the right adoption leads to a competitive advantage foradvertisers, agencies and media. The new way of planning, steering and measuring marketing maystill appear complex and threatening but promising at once to most decision makers. Thiscollaborative compendium combines proven experience and best practice in 22 articleswritten by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A,Peter Würtenberger/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.
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Specificații

ISBN-13: 9783319797212
ISBN-10: 3319797212
Ilustrații: X, 279 p. 96 illus., 12 illus. in color.
Dimensiuni: 155 x 235 mm
Greutate: 0.41 kg
Ediția:Softcover reprint of the original 1st ed. 2016
Editura: Springer International Publishing
Colecția Springer
Seria Management for Professionals

Locul publicării:Cham, Switzerland

Cuprins

Concept.- Components.- Transformation.

Notă biografică

Oliver Busch is a profound insider and networker in the digital media scene. He dedicated his professional life to cross-channel media marketing ever since the early days of internet marketing back in the late 90s. Before joining Facebook in 2013, he served in several leading positions in agencies, media sales and with advertisers. Further, he has been engaged in different industry initiatives in and around the interactive advertising bureau iab. Transformation and adoption of digital innovation in marketing also forms a central theme in his work as a professional writer, speaker and moderator.

Textul de pe ultima copertă

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/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.

Caracteristici

One of the first detailed books on the trending topic of digital marketing ? Offers implementation oriented guidance for advertisers, media sales and media consultants Provides a comprehensive understanding for the advertising eco-system as a whole Contributions from well-known internet thought-leaders and experts of digital economy