Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time (Management for Professionals)
暫譯: 程式化廣告：成功轉型為自動化、數據驅動的即時行銷 (專業管理)

Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time (Management for Professionals)
  • 出版商: Springer
  • 出版日期: 2018-03-31
  • 售價: $2,450
  • 貴賓價: 9.5 折 $2,328
  • 語言: 英文
  • 頁數: 279
  • 裝訂: Paperback
  • ISBN: 3319797212
  • ISBN-13: 9783319797212
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

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.

商品描述(中文翻譯)

這本關於程式化廣告的基本指南詳細解釋了自動化、數據驅動的廣告在實踐中是如何運作的，以及正確的採用如何為廣告商、代理商和媒體帶來競爭優勢。對於大多數決策者來說，這種新的行銷規劃、指導和衡量方式可能仍然顯得複雜且具威脅性，但同時也充滿希望。這本合作編纂的彙編結合了來自全球45位知名專家的22篇文章中的經驗和最佳實踐。其中包括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等許多傑出人才。

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