Programmatic Advertising The Successful Transformation to Automated, Data-Driven Marketing in Real-Time |
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| Editor:
| Busch, Oliver |
| Series title: | Management for Professionals Ser. |
| ISBN: | 978-3-319-25021-2 |
| Publication Date: | Jan 2016 |
| Publisher: | Springer International Publishing AG
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| Imprint: | Springer |
| Book Format: | Hardback |
| List Price: | USD $84.99 |
Book Description:
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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...
More Description
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.