Editors:
- 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)
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Front Matter
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Components
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Front Matter
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Transformation
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Front Matter
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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
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Hamburg, Germany
Oliver Busch
About the editor
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