Ad Serving Technology

Understand the Marketing Revelation That Commercialized the Internet

Author: Gregory Cristal

Publisher: CreateSpace

ISBN:

Category: Business & Economics

Page: 598

View: 374

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.

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:

Category: Law

Page: 312

View: 788

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.

The Economic Assessment of Mergers under European Competition Law

Author: Daniel Gore

Publisher: Cambridge University Press

ISBN:

Category: Law

Page:

View: 280

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.

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

Publisher: Springer

ISBN:

Category: Computers

Page: 199

View: 265

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.

European Commission Decisions on Competition

Economic Perspectives on Landmark Antitrust and Merger Cases

Author: Francesco Russo

Publisher: Cambridge University Press

ISBN:

Category: Business & Economics

Page:

View: 849

European Commission Decisions on Competition provides a comprehensive economic classification and analysis of all European Commission decisions adopted pursuant to Articles 101, 102 and 106 of the FEU Treaty from 1962 to 2009. It also includes a sample of landmark European merger cases. The decisions are organised according to the principal economic theory applied in the case. For each economic category, the seminal Commission decision that became a reference point for that type of anticompetitive behaviour is described. For this, a fixed template format is used throughout the book. All subsequent decisions in which the same economic principle was applied are listed chronologically. It complements the most widely used textbooks in industrial organisation, competition economics and competition law, to which detailed references are offered. The book contains source material for teachers and students, scholars of competition law and economics, as well as practising competition lawyers and officials.

HTML5 Advertising

Author: John Percival

Publisher: Apress

ISBN:

Category: Computers

Page: 376

View: 385

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.

Adweek

Western advertising news

Author:

Publisher:

ISBN:

Category: Advertising

Page:

View: 879

Vols. for 1981- include four special directory issues.

From Corporate to Social Media

Critical Perspectives on Corporate Social Responsibility in Media and Communication Industries

Author: Marisol Sandoval

Publisher: Routledge

ISBN:

Category: Social Science

Page: 312

View: 413

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.

Multichannel Marketing

Metrics and Methods for On and Offline Success

Author: Akin Arikan

Publisher: John Wiley & Sons

ISBN:

Category: Computers

Page: 288

View: 363

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.