Programmatic Advertising - The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

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.

List of contents

Concept.- Components.- Transformation.

Product details

• Assisted by: Oliver Busch (Editor)
• Publisher: Springer, Berlin
• Languages: English
• Product format: Paperback / Softback
• Released: 31.03.2018
• EAN: 9783319797212
• ISBN: 978-3-31-979721-2
• No. of pages: 279
• Dimensions: 155 mm x 237 mm x 16 mm
• Weight: 450 g
• Illustrations: X, 279 p. 96 illus., 12 illus. in color.
• Series: Management for Professionals
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, B, Data Mining, Media Studies, Market research, Business and Management, IT in Business, Media Management, Information Technology, Data Mining and Knowledge Discovery, Management science, Business mathematics & systems, Industrial Management, Expert systems / knowledge-based systems, Business—Data processing, Business applications, Media, entertainment, information & communication industries