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

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

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

Número de páginas: 292 páginas

Fecha de lanzamiento: January 10, 2016

ISBN: 3319250213

Editor: Springer

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

<P>THIS FUNDAMENTAL GUIDE ON PROGRAMMATIC ADVERTISING EXPLAINS IN DETAIL HOW AUTOMATED,&NBSP;DATA-DRIVEN ADVERTISING REALLY WORKS IN PRACTICE AND HOW THE RIGHT ADOPTION LEADS TO A&NBSP;COMPETITIVE ADVANTAGE FOR ADVERTISERS, AGENCIES AND MEDIA. THE NEW WAY OF PLANNING,&NBSP;STEERING AND MEASURING MARKETING MAY STILL APPEAR COMPLEX AND THREATENING BUT PROMISING&NBSP;AT ONCE TO MOST DECISION MAKERS. THIS COLLABORATIVE COMPENDIUM COMBINES PROVEN EXPERIENCE&NBSP;AND BEST PRACTICE IN 22 ARTICLES WRITTEN BY 45 RENOWNED EXPERTS FROM ALL AROUND&NBSP;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.&NBSP;RALF STRAUSS/MARKETINGVERBAND, JONATHAN BECHER/SAP AND MANY MORE GREAT MINDS.</P>