Programmatic Advertising
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Published on 31. March 2018
Book
Paperback/Softback
292 pages
978-3-319-79721-2 (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
Paperback
Series
Edition
Softcover reprint of the original 1st ed. 2016
Language
English
Place of publication
Cham
Switzerland
Publishing group
Springer International Publishing
Product notice
Paperback (trade)
Unsewn / adhesive bound
Illustrations
12 farbige Abbildungen, 12 s/w Tabellen, 84 s/w Abbildungen
Bibliography; 12 Tables, black and white; 12 Illustrations, color; 84 Illustrations, black and white
Dimensions
Height: 235 mm
Width: 155 mm
Thickness: 16 mm
Weight
446 gr
ISBN-13
978-3-319-79721-2 (9783319797212)
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
12/2015
Springer
€85.59
Shipment within 10-15 days
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.