Programmatic Advertising
Springer International Publishing (Verlag)
978-3-319-79721-2 (ISBN)
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.
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.
Concept.- Components.- Transformation.
| Erscheinungsdatum | 18.06.2018 |
|---|---|
| Reihe/Serie | Management for Professionals |
| Zusatzinfo | X, 279 p. 96 illus., 12 illus. in color. |
| Verlagsort | Cham |
| Sprache | englisch |
| Maße | 155 x 235 mm |
| Gewicht | 450 g |
| Themenwelt | Informatik ► Datenbanken ► Data Warehouse / Data Mining |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| Schlagworte | Big Data • Data granularity • Internet Marketing • Realtime Advertising • Realtime Bidding • Sell-side platforms |
| ISBN-10 | 3-319-79721-2 / 3319797212 |
| ISBN-13 | 978-3-319-79721-2 / 9783319797212 |
| Zustand | Neuware |
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