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

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8
書名/作者:	Programmatic advertising : the successful transformation to automated, data-driven marketing in real-time // edited by Oliver Busch.
其他作者:	Busch, Oliver.
出版者:	Cham : : Springer International Publishing :, 2016.
面頁冊數:	x, 279 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Marketing.
標題:	Business - Data processing.
標題:	Data mining.
標題:	Business and Management.
標題:	Data Mining and Knowledge Discovery.
標題:	IT in Business.
標題:	Media Management.
ISBN:	9783319250236
ISBN:	9783319250212
內容註:	Concept -- Components -- Transformation.
摘要、提要註:	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.
電子資源:	http://dx.doi.org/10.1007/978-3-319-25023-6

Programmatic advertising[electronic resource] :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:

173043
Marketing.

LC Class. No.: HF5415 / .P764 2016

Dewey Class. No.: 658.8

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