The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Author: Oliver Busch
Category: Business & Economics
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.
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."
Jeder hat eine Meinung über Werbung. Die einen verabscheuen sie, die anderen leben von ihr und wieder andere lassen sich gerne von ihr beeinflussen. Klar ist allerdings, dass Werbung jeden auf die eine oder andere Art beeinflusst. Meist unterbewusst und subtil, sodass es der Kunde gar nicht merkt, aber spurlos geht Werbung am Menschen nicht vorüber. Unternehmen müssen bestimmte Voraussetzungen erfüllen, um Programmatic Advertising angehen zu können. Außerdem gibt es sowohl im Markt, als auch für Werbungtreibende und Agenturen selbst Herausforderungen, die gemeistert werden müssen, um Programmatic Advertising richtig und sinnvoll anwenden zu können. Welche Hürden das sind und wie sie genommen werden können, wird hier beschrieben. Es werden Handlungsempfehlungen und Checklisten abgeleitet, die der Mittelstand für den Einstieg in das Thema Programmatic Advertising nutzen kann.
Understand the Data Landscape and Design a Winning Strategy
Author: Dominik Kosorin
Category: Business & Economics
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.
Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies. This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. This book explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent. Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.
How Data and Technology Are Transforming How We Market
Author: Diaz Nesamoney
Publisher: FT Press
Category: Business & Economics
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.
An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of Googled
Understand the Marketing Revelation That Commercialized the Internet
Author: Gregory Cristal
Category: Business & Economics
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.
How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
Author: Mike Smith
Publisher: AMACOM Div American Mgmt Assn
Category: Business & Economics
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.
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
Category: Business & Economics
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.
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.
The classic, bestselling marketing guide, updated for the digital era Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today! Today's marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward. Turn web visibility into real-world traffic and sales Reach the right people at the right time Develop a cohesive marketing plan for any budget Source locally, market dynamically, and connect with your community Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.
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.
Author: Management Association, Information Resources
Publisher: IGI Global
Category: Business & Economics
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
All Information About Online Advertising at One Place
Author: Avinash Tiwary
Publisher: Partridge Publishing
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.
Ob User sich auf sozialen Netzwerken anmelden, oder im World Wide Web (WWW) auf diversen Webseiten surfen, überall hinterlassen sie ihre Spuren. Was auf den ersten Blick wie kostenlose Freizeitbeschäftigung aussieht, wird im Grunde genommen teuer bezahlt. Die Liquidität der Nutzer sind die persönlichen Daten, wie Geburtsdatum, Geschlecht oder gar der vollständige Name. Allzu oft werden diese Daten bewusst beim Erstellen eines Benutzerkontos in einem Online-Shop preisgegeben. Aber auch im Hintergrund und vielen Usern gar unbewusst, werden Nutzerdaten in Form von sogenannten Cookies gespeichert und verarbeitet. Für Unternehmen und die Werbebranche sind diese Daten von großem Nutzen, um ihre Geschäftsaktivitäten im Zeitalter des Web 3.0 voranzutreiben. So werden diese Daten genutzt, um den (potenziellen) Kunden besser kennenzulernen und die passende Werbung automatisiert nach ihm auszurichten. Auch für den User kann der Austausch seiner Daten gegen eine personalisierte Werbeanzeige von Vorteil sein. Die automatisierte Schaltung der zielgerichteten Anzeigen wird mittels Programmatic Advertising (PA) vollzogen. Für die programmatische datengetriebene Werbung werden enorme Datenmengen („Big Data“) benötigt. Diese großen Datenmengen müssen gesammelt, gespeichert und auch für die Nutzer transparent gemacht werden. Doch wie sieht es mit dem Datenschutz der User im WWW und spezifisch im Geschäftsmodell des PA aus? Die Fülle an Daten und die fortschreitende Digitalisierung hat die Gesetzgeber dazu veranlasst sich mit dem veralteten Datenschutzgesetz auseinanderzusetzen. So wurde 2016 die europäische Datenschutz-Grundverordnung (DSGVO) modernisiert, hierbei bereits 2017 das deutsche Bundesdatenschutzgesetz angepasst und auch schon ein Entwurf der neuen ePrivacy-Verordnung vorgestellt. Für Unternehmen bedeutet dies, sich mit den neuen und geänderten Regularien zu befassen und diese dementsprechend umzusetzen, da ab dem 25. Mai 2018 die Datenschutzneuerungen EU-weit geltend gemacht werden. Aus dem Inhalt: - ePrivacy-Richtlinie; - Datenschutzgesetz; - Cookies; - Tracking; - DSGVO