Programmatic Advertising [electronic resource] : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time / edited by Oliver Busch.

Contributor(s):

Series: Management for ProfessionalsPublisher: Cham : Springer International Publishing : Imprint: Springer, 2016Edition: 1st ed. 2016Description: X, 279 p. 96 illus., 84 illus. in color. online resourceContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9783319250236

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: Printed edition:: No titleDDC classification:

658.8 23

LOC classification:

HF5410-5417.5

Online resources:

Click here to access online

Contents:

Concept -- Components -- Transformation.

In: Springer eBooksSummary: 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.

Item type:

eBooks

Average rating: 0.0 (0 votes)

Holdings ( 0 )
Title notes ( 2 )

No physical items for this record

Concept -- Components -- Transformation.

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.