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Management for Professionals

Programmatic Advertising

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

Editors: Busch, Oliver (Ed.)

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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
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eBook 42,79 €
price for Spain (gross)
  • ISBN 978-3-319-25023-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 72,79 €
price for Spain (gross)
  • ISBN 978-3-319-25021-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-319-79721-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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)

Table of contents (22 chapters)

Buy this book

eBook 42,79 €
price for Spain (gross)
  • ISBN 978-3-319-25023-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 72,79 €
price for Spain (gross)
  • ISBN 978-3-319-25021-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 51,99 €
price for Spain (gross)
  • ISBN 978-3-319-79721-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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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
Softcover ISBN
978-3-319-79721-2
Series ISSN
2192-8096
Edition Number
1
Number of Pages
X, 279
Number of Illustrations
84 b/w illustrations, 12 illustrations in colour
Topics

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