HERMES-Catalog

Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time / edited by Oliver Busch
(Management for Professionals. ISSN:2192810X)

Publisher	(Cham : Springer International Publishing : Imprint: Springer)
Year	2016
Edition	1st ed. 2016.
Authors	Busch, Oliver editor SpringerLink (Online service)

Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00163064		Springer Business and Management eBooks (電子ブック)	9783319250236

Material Type	E-Book
Media type	機械可読データファイル
Size	X, 279 p. 96 illus., 12 illus. in color : online resource
Notes	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 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 HTTP:URL=https://doi.org/10.1007/978-3-319-25023-6
Subjects	LCSH:Marketing LCSH:Data mining LCSH:Business information services LCSH:Advertising media planning FREE:Marketing FREE:Data Mining and Knowledge Discovery FREE:IT in Business FREE:Media Planning
Classification	LCC:HF5410-5417.5 DC23:658.8
ID	8000070071
ISBN	9783319250236