Programmatic advertising [electronic resource] : the successful transformation to automated, data-driven marketing in real-time / Oliver Busch, editor.

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Programmatic advertising [electronic resource] : the successful transformation to automated, data-driven marketing in real-time / Oliver Busch, editor.

9783319250236 (electronic book)
331925023X (electronic book)
9783319250212
3319250213

Cham : Springer, [2016]

©2016

English

1 online resource.

10.1007/978-3-319-25023-6 doi

HF5415

658.8

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.

Includes bibliographical references.

Access limited to authorized users.

text file PDF

Online resource; title from PDF title page (viewed December 16, 2015).

Management for professionals.

Print version: 9783319250212

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