Ad Serving Technology

Understand the Marketing Revelation That Commercialized the Internet

Author: Gregory Cristal

Publisher: CreateSpace

ISBN: 9781484867570

Category: Business & Economics

Page: 598

View: 1514

Understand the marketing revelation that commercialized the Internet. Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time. Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for. Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising. Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet's favorite new media channel. Topics covered includes: Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.

Living with Monsters? Social Implications of Algorithmic Phenomena, Hybrid Agency, and the Performativity of Technology

IFIP WG 8.2 Working Conference on the Interaction of Information Systems and the Organization, IS&O 2018, San Francisco, CA, USA, December 11-12, 2018, Proceedings

Author: Ulrike Schultze,Margunn Aanestad,Magnus Mähring,Carsten Østerlund,Kai Riemer

Publisher: Springer

ISBN: 3030040917

Category: Computers

Page: 199

View: 567

This book constitutes the refereed proceedings of the IFIP WG 8.2 Working Conference on Information Systems and Organizations, IS&O 2018, held in San Francisco, CA, USA, in December 2018. The 11 revised full papers presented together with one short paper and 2 keynote papers were carefully reviewed and selected from 47 submissions. The papers are organized in the following topical sections: setting the stage; social implications of algorithmic phenomena; hybrid agency and the performativity of technology; and living with monsters.

The Economic Assessment of Mergers under European Competition Law

Author: Daniel Gore,Stephen Lewis,Andrea Lofaro,Frances Dethmers

Publisher: Cambridge University Press

ISBN: 110735482X

Category: Law

Page: N.A

View: 6840

This concise and practical guide to the most important economic techniques and evidence employed in modern merger control draws on the authors' extensive experience in advising on European merger cases. It offers an introduction to the relevant economic concepts and analytical tools, and stand-alone chapters provide an in-depth overview of the theoretical and practical issues related to market definition, unilateral effects, coordinated effects and non-horizontal mergers. Each form of economic evidence and analysis is illustrated with practical examples and an overview of key merger decisions.

Advertising Management

Author: Poonia,Virender S

Publisher: Gyan Publishing House

ISBN: 9789380222295

Category: Advertising

Page: 335

View: 4186

EU Competition Law and the Information and Communication Technology Network Industries

Economic versus Legal Concepts in Pursuit of (Consumer) Welfare

Author: Andrej Fatur

Publisher: Bloomsbury Publishing

ISBN: 1847319130

Category: Law

Page: 312

View: 5808

Competition policies have long been based on a scholarly tradition focused on static models and static analysis of industrial organisation. However, recent developments in industrial organisation literature have led to significant advances, moving beyond traditional static models and a preoccupation with price competition, to consider the organisation of industries in a dynamic context. This is especially important in the field of information and communication technology (ICT) network industries where competition centres on network effects, innovation and intellectual property rights, and where the key driver of consumer benefit is technological progress. Consequently, when an antitrust intervention is contemplated, a number of considerations that arise out of the specific nature of the ICT sector have to be taken into account to ensure improved consumer welfare. This book considers the adequacy of existing EU competition policy in the area of the ICT industries in the light of the findings of modern economic theory. Particular attention is given to the implications of these dynamic markets for the competitive assessment and treatment of the most common competitive harms in this area, such as non-price predatory practices, tying and bundling, co-operative standard setting, platform joint ventures and co-operative R&D.

E-Commerce, Business,Technology, Society

Author: CTI Reviews

Publisher: Cram101 Textbook Reviews

ISBN: 1619061066

Category: Education

Page: 48

View: 303

Facts101 is your complete guide to E-Commerce, Business,Technology, Society. In this book, you will learn topics such as THE INTERNET AND WORLD WIDE WEB: E-COMMERCE INFRASTRUCTURE, BUILDING AN E-COMMERCE WEB SITE, ONLINE SECURITY AND PAYMENT SYSTEMS, and E-COMMERCE MARKETING CONCEPTS plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

HTML5 Advertising

Author: John Percival

Publisher: Apress

ISBN: 1430246030

Category: Computers

Page: 376

View: 3325

Web advertising is changing. What was once a predominantly Flash-based medium is making the switch to HTML5, with the benefit of a plug-in free environment giving a larger audience for ads, and better integration with the page they are featured on. We live in a time where marketers, designers, and developers are confused as to what they can and can’t do on different devices, browsers, and operating systems. What better way to finally make sense of it all, than by stepping through the entire campaign process on your own terms? HTML5 Advertising will educate you on the whole digital advertising process from start to finish, and help you take advantage of new HTML5 features such as canvas, CSS3 animations, DOM events, audio and video, and offline storage. You'll also learn how to get around discrepancies in browser support with JavaScript and polyfills. You will be provided with tips and tricks to better optimize content across screens and make the most successful campaign with the lightest footprint possible, which is especially important when deploying to mobile devices. This book: Takes you through the advertising campaign process with HTML5 from design to delivery Provides in-depth knowledge into the digital advertising landscape and the HTML5 specification Communicates tips and tricks coming from Flash and ActionScript to HTML5, CSS3 and JavaScript. HTML5 Advertising equips you with the knowledge to attack cutting-edge, rich media projects with confidence and scale, while also learning the essentials to communicate to internal and external clients. HTML5 is here whether you like it or not, so why not jump in early and head down the path of building the future.

Personalized Digital Advertising

How Data and Technology Are Transforming How We Market

Author: Diaz Nesamoney

Publisher: FT Press

ISBN: 0134031075

Category: Business & Economics

Page: 240

View: 9179

This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

From Corporate to Social Media

Critical Perspectives on Corporate Social Responsibility in Media and Communication Industries

Author: Marisol Sandoval

Publisher: Routledge

ISBN: 1317936043

Category: Social Science

Page: 312

View: 7427

The corporate and the social are crucial themes of our times. In the first decade of the twenty-first century, both individual lives and society were shaped by capitalist crisis and the rise of social media. But what marks the distinctively social character of "social media"? And how does it relate to the wider social and economic context of contemporary capitalism? The concept of Corporate Social Responsibility (CSR) is based on the idea that a socially responsible capitalism is possible; this suggests that capitalist media corporations can not only enable social interaction and cooperation but also be socially responsible. This book provides a critical and provocative perspective on Corporate Social Responsibility (CSR) in media and communication industries. It examines both the academic discourse on CSR and actual corporate practices in the media sector, offering a double critique that reveals contradictions between corporate interests and social responsibilities. Marisol Sandoval’s political economic analysis of Apple, AT&T, Google, HP, Microsoft, News Corp, The Walt Disney Company and Vivendi shows that media and communication in the twenty-first century are confronted with fundamental social responsibility challenges. From software patents and intellectual property rights to privacy on the Internet, from working conditions in electronics manufacturing to hidden flows of eWaste – this book encourages the reader to explore the multifaceted social (ir)responsibilities that shape commercial media landscapes today. It makes a compelling argument for thinking beyond the corporate in order to envision and bring about truly social media. It will interest students and scholars of media studies, cultural industry studies, sociology, information society studies, organization studies, political economy, business and management.

Market Research Best Practice

30 Visions for the Future

Author: ESOMAR

Publisher: John Wiley & Sons

ISBN: 9780470687574

Category: Business & Economics

Page: 720

View: 3220

Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice. In the pursuit to define and illustrate 'new' market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. Market Research Best Practice draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business. More than 50 authors have contributed their work to this collection - all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.

Marketing of High-technology Products and Innovations

Author: Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater

Publisher: Pearson Prentice Hall

ISBN: 9780136049968

Category: Business & Economics

Page: 538

View: 5593

The only text on the market that provides readers with the marketing information they need to successfully market high-tech products. Introduction to World of High Technology Marketing; Strategic Market Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications; Strategic Considerations for the Triple Bottom Line in High-Tech Companies MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.

Vault Guide to the Top Advertising & PR Employers

Author: Laurie Pasiuk

Publisher: Vault Inc.

ISBN: 1581313837

Category: Business & Economics

Page: 157

View: 9833

Vault brings its famed journalistic, insider approach to advertising and public relations employers. The Guide provides business profiles, hiring and workplace culture information on top employers, including Young & Rubicam, Ogilvy & Mather Worldwide, BBDO Worldwide, McCannErickson Worldwide, DDB Worldwide, J. Walter Thompson Co., Leo Burnett Co., FCB Worldwide, Saatchi & Saatchi, and more.

Targeted

How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers

Author: Mike Smith

Publisher: AMACOM Div American Mgmt Assn

ISBN: 0814449018

Category: Business & Economics

Page: 240

View: 3656

Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don’t be fooled—online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Part history, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. It takes readers behind the scenes—examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness. From keyword micro-markets and ad serving systems to aggregated virtual audiences and new business models, Targeted is sweeping in scope and stripped of technical complexity. It is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.

Multichannel Marketing

Metrics and Methods for On and Offline Success

Author: Akin Arikan

Publisher: John Wiley & Sons

ISBN: 9781118059531

Category: Computers

Page: 288

View: 7596

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Competition Policy Newsletter

The Quarterly Publication of the Competition Directorate of the European Commission

Author: N.A

Publisher: N.A

ISBN: N.A

Category: Antitrust law

Page: N.A

View: 8213

Internet Marketing, SEO & Advertising

Author: Nicolae Sfetcu

Publisher: Nicolae Sfetcu

ISBN: N.A

Category: Business & Economics

Page: 134

View: 3492

A guide for online marketers, advertisers and publishers, to increase the digital marketing and optimize their costs and benefits. Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings. Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion. Online advertising is advertising on the Internet. This particular form of advertising is a source of revenue for an increasing number of websites and companies.

Liebe ist nicht genug - Ich bin die Mutter eines Amokläufers

Author: Sue Klebold

Publisher: S. Fischer Verlag

ISBN: 3104035792

Category: Biography & Autobiography

Page: 432

View: 6850

„Am 20. April 1999 betraten Dylan Klebold und Eric Harris ausgerüstet mit Gewehren und Sprengstoff die Columbine Highschool. Dort töteten sie zwölf Schüler und einen Lehrer, verletzten vierundzwanzig weitere Menschen und nahmen sich dann selbst das Leben. Es war der schlimmste Schul-Amoklauf der Geschichte. Dylan Klebold war mein Sohn.“ 16 Jahre nach dem Amoklauf ihres Sohnes Dylan erzählt Sue Klebold von ihrem Ringen mit der Frage, ob sie die Tat hätte verhindern können, wenn sie nur aufmerksamer, liebevoller gewesen wäre. Sue Klebold ist durch die Hölle gegangen, aber an der Tat ihres Sohnes nicht zerbrochen. Sie hat einen Weg gefunden weiterzuleben und hofft, anderen Eltern zu helfen, das zu verhindern, was sie selbst nicht aufhalten konnte. Von einem ist sie fest überzeugt: Elterliche Liebe allein reicht nicht aus, um Kinder und Jugendliche vor den Folgen unerkannter psychischer Erkrankungen zu schützen. Ein starkes Memoir einer Mutter, der das Unvorstellbare passiert ist. Sue Klebold spendet alle Einnahmen an Forschung und Hilfsorganisationen für Opfer und Angehörige psychisch Kranker.

International E-business Marketing

Author: Richard Fletcher,Jim Bell,Rod B. McNaughton

Publisher: Cengage Learning EMEA

ISBN: 9781861529459

Category: Business & Economics

Page: 307

View: 7490

Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm?s current E-business activities when their focus is on the global as opposed to being primarily on the domestic market. Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm?s current E-business activities when their focus is on the global as opposed to being primarily on the domestic market.

Digitales Marketing für Dummies

Author: Ryan Deiss,Russ Henneberry

Publisher: John Wiley & Sons

ISBN: 3527812466

Category: Business & Economics

Page: 360

View: 3627

Als Unternehmen kommt man kaum noch um digitales Marketing herum. Jedoch fehlt es vielen Marketingabteilungen an Know-how. Da kommen neue Herausforderungen auf die Kollegen zu: Auf welchen Social-Media-Plattformen sollte mein Unternehmen aktiv sein? Wie komme ich an Fans, Follower und Likes? Wie gestalte ich die Webseite und generiere Traffic? »Digitales Marketing für Dummies« beantwortet all diese Fragen. Außerdem stellen die Autoren verschiedene Analysetools vor, mit denen man seine Werbekampagnen prüfen und optimieren kann. So gerüstet, präsentieren Sie Ihr Unternehmen schon bald optimal im Web.