Management for Professionals

Programmatic Advertising

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

Editors: Busch, Oliver (Ed.)

  • 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
see more benefits

Buy this book

eBook 53,54 €
price for China (P.R.) (gross)
  • ISBN 978-3-319-25023-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for China (P.R.) (gross)
  • ISBN 978-3-319-25021-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

About the authors

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.

Table of contents (22 chapters)

  • The Programmatic Advertising Principle

    Busch, Oliver

    Pages 3-15

    Preview Buy Chapter 24,95 €
  • Borderless Media Management

    Markarian, Rosa (et al.)

    Pages 17-24

    Preview Buy Chapter 24,95 €
  • Programmatic Disruption for Premium Publishers

    Münstermann, Holm (et al.)

    Pages 25-36

    Preview Buy Chapter 24,95 €
  • Perspectives of Programmatic Advertising

    Seitz, Jürgen (et al.)

    Pages 37-51

    Preview Buy Chapter 24,95 €
  • Consumer-Centric Programmatic Advertising

    Gertz, Oliver (et al.)

    Pages 55-73

    Preview Buy Chapter 24,95 €

Buy this book

eBook 53,54 €
price for China (P.R.) (gross)
  • ISBN 978-3-319-25023-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for China (P.R.) (gross)
  • ISBN 978-3-319-25021-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

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
Copyright
2016
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-25023-6
DOI
10.1007/978-3-319-25023-6
Hardcover ISBN
978-3-319-25021-2
Series ISSN
2192-8096
Edition Number
1
Number of Pages
X, 279
Number of Illustrations and Tables
84 b/w illustrations, 12 illustrations in colour
Topics