Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Published on 27. December 2015
Book
Hardback
X, 279 pages
978-3-319-25021-2 (ISBN)
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.
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.
More details
Product info
Book
Series
Edition
1st ed. 2016
Language
English
Place of publication
Cham
Switzerland
Publishing group
Springer International Publishing
Target group
Professional and scholarly
Professional/practitioner
Illustrations
84 s/w Abbildungen, 12 farbige Abbildungen, 12 s/w Tabellen
Bibliographie
Dimensions
Height: 241 mm
Width: 160 mm
Thickness: 22 mm
Weight
606 gr
ISBN-13
978-3-319-25021-2 (9783319250212)
DOI
10.1007/978-3-319-25023-6
Schweitzer Classification
Other editions
Additional editions
Oliver Busch
Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Book
03/2018
Springer
€64.19
Shipment within 10-15 days
Oliver Busch
Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
E-Book
11/2015
Springer
€64.19
Available for download
Person
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.
Content
Concept.- Components.- Transformation.