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Book synopsis

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.§

Book details

Book category Books in English Economics, finance, business & management Business & management E-commerce: business aspects

• Full title: Programmatic Advertising
• Subtitle: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
• Author: Oliver Busch
• Language: English
• Binding: Hardback
• Number of pages: 279
• EAN: 9783319250212
• ISBN: 3319250213
• ID: 09524383
• Publisher: Springer International Publishing AG
• Weight: 604 g
• Dimensions: 237 × 168 × 20 mm
• Date of publishing: 26. November 2015

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