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

• Corporate Author: SpringerLink (Online service)
• Other Authors: Busch, Oliver (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Series: Management for Professionals,
• Subjects: Business.; Marketing.; Industrial management.; Information technology.; Business > Data processing.; Data mining.; Business and Management.; Data Mining and Knowledge Discovery.; IT in Business.; Media Management.

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 a...

Table of Contents:

• Concept
• Components
• Transformation.