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Programmatic advertising = the succe...

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Programmatic advertising = the successful transformation to automated, data-driven marketing in real-time /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Programmatic advertising/ edited by Oliver Busch.
Reminder of title:	the successful transformation to automated, data-driven marketing in real-time /
other author:	Busch, Oliver.
Published:	Cham :Springer International Publishing : : 2016.,
Description:	x, 279 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Marketing. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-25023-6
ISBN:	9783319250236

Programmatic advertising = the successful transformation to automated, data-driven marketing in real-time /
Programmatic advertisingthe successful transformation to automated, data-driven marketing in real-time /[electronic resource] :edited by Oliver Busch. - Cham :Springer International Publishing :2016. - x, 279 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

Concept -- Components -- Transformation.

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 Wurtenberger/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.

ISBN: 9783319250236

Standard No.: 10.1007/978-3-319-25023-6doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5415 / .P764 2016

Dewey Class. No.: 658.8

Programmatic advertising = the successful transformation to automated, data-driven marketing in real-time /
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505 0 $a Concept -- Components -- Transformation.
520 $a 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 Wurtenberger/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.
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