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Programmatic Advertising

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

Language EnglishEnglish
Book Hardback
Book Programmatic Advertising Oliver Busch
Libristo code: 09524383
Publishers Springer International Publishing AG, November 2015
This fundamental guide on programmatic advertising explains in detail how automated, data-driven adv... Full description
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This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practise 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, threatening and promising at once to many decision makers. This collaborative compendium combines proven experience and best practice in 21 articles written by 42 renowned experts form all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirde 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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About the book

Full name Programmatic Advertising
Author Oliver Busch
Language English
Binding Book - Hardback
Date of issue 2015
Number of pages 279
EAN 9783319250212
ISBN 3319250213
Libristo code 09524383
Publishers Springer International Publishing AG
Weight 604
Dimensions 168 x 237 x 20

Categories

Society & Social Sciences > Society & culture: general > Cultural & media studies > Media studies
Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
Computing & Information Technology > Computer science > Artificial intelligence > Expert systems / knowledge-based systems
Economics, Finance, Business & Management > Business & Management > E-commerce: business aspects
Economics, Finance, Business & Management > Business & Management > Business mathematics & systems
Economics, Finance, Business & Management > Industry & industrial studies > Media, entertainment, information & communication industries
Computing & Information Technology > Databases > Data mining
Computing & Information Technology > Business applications
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