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.
eBook - PDF
Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
- 280 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
About this book
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Table of contents
- 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
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Yes, you can access Programmatic Advertising by Oliver Busch in PDF and/or ePUB format, as well as other popular books in Business & Information Management. We have over 1.5 million books available in our catalogue for you to explore.