دانلود کتاب Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

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Front Matter....Pages i-x
Front Matter....Pages 1-1
The Programmatic Advertising Principle....Pages 3-15
Borderless Media Management....Pages 17-24
Programmatic Disruption for Premium Publishers....Pages 25-36
Perspectives of Programmatic Advertising....Pages 37-51
Front Matter....Pages 53-53
Consumer-Centric Programmatic Advertising....Pages 55-73
Understanding Demand-Side-Platforms....Pages 75-86
Granularity Creates Added Value for Every Objective....Pages 87-102
Enhanced Success with Programmatic Social Advertising....Pages 103-110
Programmatic Brand Advertising....Pages 111-122
The Creative Challenge....Pages 123-130
Unleashing the Power of Greater Creatives for Brands....Pages 131-139
Cross-Channel Real-Time Response Analysis....Pages 141-151
The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World....Pages 153-164
How to Be a Successful Publisher in the Programmatic World....Pages 165-175
Front Matter....Pages 177-177
The CMOs Challenge....Pages 179-192
Integrated Campaign Planning in a Programmatic World....Pages 193-210
Evolution of Digital Campaign Design and Management....Pages 211-220
Realtime Data Accelerates Online Marketing....Pages 221-232
Redefining Retargeting....Pages 233-242
Driving Performance with Programmatic CRM....Pages 243-254
Front Matter....Pages 177-177
Pricing for Publisher: Scaling Value, Not Volume....Pages 255-264
Managing to Quality Attention and Outcome Through Programmatic Technology....Pages 265-277
Back Matter....Pages 279-279