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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.
- Sales Rank: #637765 in Books
- Published on: 2015-11-26
- Original language: German
- Number of items: 1
- Dimensions: 9.21" h x .69" w x 6.14" l, .0 pounds
- Binding: Hardcover
- 279 pages
From the Back Cover
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.
About the Author
Oliver Busch is a profound insider and networker in the digital media scene. He dedicated his professional life to cross-channel media marketing ever since the early days of internet marketing back in the late 90s. Before joining Facebook in 2013, he served in several leading positions in agencies, media sales and with advertisers. Further, he has been engaged in different industry initiatives in and around the interactive advertising bureau iab. Transformation and adoption of digital innovation in marketing also forms a central theme in his work as a professional writer, speaker and moderator.
Most helpful customer reviews
0 of 0 people found the following review helpful.
I definitely recommend that you read this book
By Amazon Customer
If you consider yourself a programmatic insider, I definitely recommend that you read this book. It describes the fundamental principles of programmatic advertising and surveys the entire field without focusing on any specific technology or area of use. Although this book is not useful for solving particular technical problems, it will start you thinking and will expand your view of the whole field. It’s as if you have been traveling only within your specific area, and then one day someone puts you on a plane and shows you how your area fits into a larger whole. Only then can you see everything happening around you which you do not normally see.
Complete review: [...]
David Bauckmann
ProgSol.cz
0 of 0 people found the following review helpful.
Such an interesting book that the industry desperately needs. ...
By Mohammad Mortada
Such an interesting book that the industry desperately needs.
It can be read even by non-digital marketers; as it gives an overview about the overall industry and how programmatic advertising can be established across various of consumer touch points.
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