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Programmatic Advertising

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

  • Book
  • © 2016

Overview

Editors:
  1. Oliver Busch

    1. Hamburg, Germany

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  • One of the first detailed books on the trending topic of digital marketing ?
  • Offers implementation oriented guidance for advertisers, media sales and media consultants
  • Provides a comprehensive understanding for the advertising eco-system as a whole
  • Contributions from well-known internet thought-leaders and experts of digital economy

Part of the book series: Management for Professionals (MANAGPROF)

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Table of contents (22 chapters)

  1. Front Matter

    Pages i-x
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  2. Concept

    1. Front Matter

      Pages 1-1
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    2. The Programmatic Advertising Principle

      • Oliver Busch
      Pages 3-15

    3. Borderless Media Management

      • Rosa Markarian, Aee-Ni Park, Mark Grether
      Pages 17-24

    4. Programmatic Disruption for Premium Publishers

      • Holm Münstermann, Peter Würtenberger
      Pages 25-36

    5. Perspectives of Programmatic Advertising

      • Jürgen Seitz, Steffen Zorn
      Pages 37-51

  3. Components

    1. Front Matter

      Pages 53-53
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    2. Consumer-Centric Programmatic Advertising

      • Oliver Gertz, Deirdre McGlashan
      Pages 55-73

    3. Understanding Demand-Side-Platforms

      • Arno Schäfer, Oliver Weiss
      Pages 75-86

    4. Granularity Creates Added Value for Every Objective

      • Arndt Groth, Viktor Zawadzki
      Pages 87-102

    5. Enhanced Success with Programmatic Social Advertising

      • Patrick Dawson, Michael Lamb
      Pages 103-110

    6. Programmatic Brand Advertising

      • Stephan Noller, Fabien Magalon
      Pages 111-122

    7. The Creative Challenge

      • Sven Weisbrich, Caroline Owens
      Pages 123-130

    8. Unleashing the Power of Greater Creatives for Brands

      • Chip Meyers, Christian Muche
      Pages 131-139

    9. Cross-Channel Real-Time Response Analysis

      • Burkhardt Funk, Nadia Abou Nabout
      Pages 141-151

    10. The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World

      • Niko Marcel Waesche, Tilman Rotberg, Florian Renz
      Pages 153-164

    11. How to Be a Successful Publisher in the Programmatic World

      • Frank Bachér, Jay Stevens
      Pages 165-175

  4. Transformation

    1. Front Matter

      Pages 177-177
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    2. The CMOs Challenge

      • Ralf E. Strauss, Jonathan Becher
      Pages 179-192

    3. Integrated Campaign Planning in a Programmatic World

      • Andy Stevens, Andreas Rau, Matthew McIntyre
      Pages 193-210
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Keywords

About this book

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.

Editors and Affiliations

  • Hamburg, Germany

    Oliver Busch

About the editor

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.

Bibliographic Information

  • Book Title: Programmatic Advertising

  • Book Subtitle: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

  • Editors: Oliver Busch

  • Series Title: Management for Professionals

  • DOI: https://doi.org/10.1007/978-3-319-25023-6

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer International Publishing Switzerland 2016

  • Hardcover ISBN: 978-3-319-25021-2Published: 21 January 2016

  • Softcover ISBN: 978-3-319-79721-2Published: 31 March 2018

  • eBook ISBN: 978-3-319-25023-6Published: 26 November 2015

  • Series ISSN: 2192-8096

  • Series E-ISSN: 2192-810X

  • Edition Number: 1

  • Number of Pages: X, 279

  • Number of Illustrations: 84 b/w illustrations, 12 illustrations in colour

  • Topics: Marketing, Data Mining and Knowledge Discovery, IT in Business, Media Management

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