Introduction to Programmatic Advertising

Author: Dominik Kosorin

Publisher: Dominik Kosorin

ISBN: 9788026096115

Category:

Page: 152

View: 3909

Programmatic advertising is the most exciting thing that happened in marketing in a long time- perhaps since the advent of mass advertising itself. This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend - and then kept on your desk for reference. Here's a quick overview: Chapter one outlines the basic technologies enabling programmatic advertising - such as cookies, pixels, banner ads, or ad exchanges. Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies. Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding. Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling. Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here. Chapter six offers an overview of the current issues discussed across the digital ad industry - including fraud, viewability, attribution, ad blocking, or privacy. Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print."

Programmatic Advertising

The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

Author: Oliver Busch

Publisher: Springer

ISBN: 331925023X

Category: Business & Economics

Page: 279

View: 9257

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.

Data in Digital Advertising

Understand the Data Landscape and Design a Winning Strategy

Author: Dominik Kosorin

Publisher: N.A

ISBN: 9788090713802

Category: Business & Economics

Page: 188

View: 4261

This book is your ultimate guide to advertising data landscape. It covers everything from basic concepts all the way to developing a successful data strategy. You will learn where advertising data comes from and how it flows around the ecosystem. It will help you understand what data is available for targeting from third-party vendors, as well as standalone advertising platforms, such as Facebook, Google, or Amazon. Data Management Platforms (DMPs) are explored in depth, with detailed profiles of the most popular providers. All of this is set into context of key privacy regulations, including General Data Protection Regulation (GDPR). The final chapter gives you a blueprint for designing your own successful data strategy.

Introduction to Algorithmic Marketing

Artificial Intelligence for Marketing Operations

Author: Ilya Katsov

Publisher: N.A

ISBN: 9780692989043

Category: Computers

Page: 506

View: 2944

A comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.

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: 1613

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.

Ad Serving Technology

Understand the Marketing Revelation That Commercialized the Internet

Author: Gregory Cristal

Publisher: CreateSpace

ISBN: 9781484867570

Category: Business & Economics

Page: 598

View: 3877

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.

Know Online Advertising

All Information About Online Advertising at One Place

Author: Avinash Tiwary

Publisher: Partridge Publishing

ISBN: 1482872471

Category: Education

Page: 252

View: 2019

This book is an extensive resource to demystify online advertising. While it walks you through the very basics of digital advertising like media buying, media planning, tracking and optimization ;it alsodiscussed the topics much in limelight like programmatic buying, real time bidding, ad exchanges, etc. The book is as helpful for beginners as it is to the experienced. Once you pick it up, it will help clearing all your doubts and will teach you more, helping to increase your knowledge. Internet, once understood, is a powerful platform to launch ideas, build brands and run successful businesses.If you have a business and aspire to scale it up multi fold, decoding internet is an essential skill and this book is a must have. If you are a marketer, this book willhelp you deepen your understanding of the potent value channel of Internet. Unleash its potential by reading through the book and you will hold the capability of finding new revenue streams and new avenues towards scalability. Even if you are just an avid reader with no digital or marketing background; this book will help you build systematic understanding of Internet marketing, which is clearly the way to go. It can be a very interesting read and definitely a delightful conversation starter.

Digital Advertising

Author: Andrew McStay

Publisher: Macmillan International Higher Education

ISBN: 1137494360

Category: Business & Economics

Page: 232

View: 6344

This new edition continues to shape, interrogate, theorise, understand, connect different practices, contextualize and generate patterns from both the history and practice of digital advertising, and the ways that this connects with its environment.

The Retargeting Playbook

How to Turn Web-Window Shoppers into Customers

Author: Adam Berke,Gregory Fulton,Lauren Vaccarello

Publisher: John Wiley & Sons

ISBN: 1118881168

Category: Business & Economics

Page: 192

View: 3332

How to reach the 98 percent of people who leave your website without converting sales The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential. Explains how to stay in front of potential customers and convince them to come back and close the deal This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.

Digital Marketing

A Practical Approach

Author: Alan Charlesworth

Publisher: Routledge

ISBN: 1351707647

Category: Business & Economics

Page: 326

View: 9846

As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios. After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships. As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts. Part I considers the environment in which digital marketing is practised, digital buyer behaviour and has a chapter that includes sections covering strategic digital issues such as content marketing, attribution, influencers and digital marketing objectives. Part II replicates the successful structure of the first two editions of the book by having chapters devoted to the key elements of operational digital marketing. Essential updates made necessary by both technology and consumer behaviour are made to all elements, but specifically to programmatic advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics and online analytics. Online support and subject updates that both compliment and enhance each chapter’s content can be found on the author’s website at AlanCharlesworth.com/DigitalMarketing.

Introduction to Emergency Management

Author: George Haddow,Jane Bullock,Damon P. Coppola

Publisher: Butterworth-Heinemann

ISBN: 0128030658

Category: Political Science

Page: 518

View: 1818

Introduction to Emergency Management sets the standard for excellence in the field and has educated a generation of emergency managers. Haddow, Bullock, and Coppola return for the sixth edition with an emphasis on climate change as a major hazard. Fully updated throughout for new regulations and workflows, with new case studies covering the latest in best practices, this classic textbook prepares students for the challenges of a career in emergency management. Expanded information on disaster recovery coordination structures Emphasis on climate change as a key hazard faced by disaster managers Coverage of social media as critical tool in emergency management Fully updated throughout for the latest regulations and workflows New examples and case studies throughout Updated ancillaries to keep course instruction fresh

Fraud Prevention in Online Digital Advertising

Author: Xingquan Zhu,Haicheng Tao,Zhiang Wu,Jie Cao,Kristopher Kalish,Jeremy Kayne

Publisher: Springer

ISBN: 3319567934

Category: Computers

Page: 54

View: 6780

The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

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: 9097

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.

The Digital Advertising Guide

Author: Harry J. Gold

Publisher: Lulu.com

ISBN: 0578138220

Category:

Page: 104

View: 8335

Today, great marketers must be digital marketers. Why? Because everything we do has digital components. So every organization must evolve to be fully conversant in the language of digital marketing. That's why Boston-based digital marketing agency, Overdrive Interactive, created The Digital Advertising Guide. We wrote it to help you and your organization become the great digital marketers we all need to be. Read the book and learn all the basics you need to know to begin your journey into the the digital marketing space.

The Advertising Handbook

Author: Helen Powell,Jonathan Hardy,Iain Macrury

Publisher: Routledge

ISBN: 1317192273

Category: Business & Economics

Page: 280

View: 915

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

The Rise of the Platform Marketer

Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

Author: Craig Dempster,David S. Williams,John Lee

Publisher: John Wiley & Sons

ISBN: 1119059720

Category: Business & Economics

Page: 240

View: 6799

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always–on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing′s increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today′s foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company′s structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever–expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.

Paid Attention

Innovative Advertising for a Digital World

Author: Faris Yakob

Publisher: Kogan Page Publishers

ISBN: 0749473614

Category: Business & Economics

Page: 216

View: 4160

As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace.

Commercial Communication in the Digital Age

Information or Disinformation?

Author: Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann

Publisher: Walter de Gruyter GmbH & Co KG

ISBN: 3110416832

Category: Language Arts & Disciplines

Page: 278

View: 1345

In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.

Toward a Framework of Resources for Learning to Teach

Rethinking US Teacher Preparation

Author: Lauren Gatti

Publisher: Springer

ISBN: 1137501456

Category: Education

Page: 206

View: 717

This book advances a new framework for learning to teach, using in-depth case studies to show how learning to teach—in any type of program—can best be understood as a recursive and dynamic process, wherein teachers differentially access programmatic, relational, experiential, disciplinary, and dispositional resources. In the last twenty years, debates in the field of teacher preparation have increasingly become paralyzing and divisive as rhetoric around the failure of university teacher preparation intensifies. The author addresses the historical and practical factors that animate these debates, arguing that novice teachers and teacher educators must understand the central conflicts in the field; however, the book also advances a way of approaching learning to teach that accounts for but does not get stuck at the level of programmatic designation. Using lively, in-depth case studies, the author shows how novice urban English teachers from two different teacher preparation pathways—a university-based program and an urban teacher residency—learn to teach within a policy context of high-stakes testing and “college readiness.”

Digital Marketing Strategy

An Integrated Approach to Online Marketing

Author: Simon Kingsnorth

Publisher: Kogan Page Publishers

ISBN: 0749474718

Category: Business & Economics

Page: 344

View: 8208

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.