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

Busch, Oliver (EDT)

Springer International Publishing AG（2016/01発売）

• 製本 Hardcover:ハードカバー版／ページ数 279 p.
• 言語 ENG
• 商品コード 9783319250212
• DDC分類 658.872

Full Description

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.

Contents

Concept.- Components.- Transformation.