Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

edited by Oliver Busch

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.

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Year of publication:	2016 ; 1st ed. 2016
Other Persons:	Busch, Oliver (ed.)
Publisher:	Cham : Springer International Publishing
Subject:	Online-Marketing \| Internet marketing \| Informationsmanagement \| Information management \| Wettbewerbsvorteil \| Competitive advantage \| Softwareentwicklung \| Software development \| Rechnerbetrieb \| Computer operations \| Erfolgsfaktor \| Success factor \| Werbeträger
Description of contents:	Concept -- Components -- Transformation. Table of Contents [external.dandelon.com] ; Description [swbplus.bsz-bw.de]

Extent:	Online-Ressource (X, 279 p. 96 illus., 12 illus. in color, online resource)
Series:	Management for Professionals SpringerLink / Bücher
Type of publication:	Book / Working Paper
Language:	English
Notes:	Aus dem Deutschen übersetzt ConceptComponents -- Transformation.
ISBN:	978-3-319-25023-6 ; 978-3-319-25021-2
Other identifiers:	10.1007/978-3-319-25023-6 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014017976