内容简介
Thisfundamentalguideonprogrammaticadvertisingexplainsindetailhowautomated,data-drivenadvertisingreallyworksinpracticeandhowtherightadoptionleadstoacompetitiveadvantageforadvertisers,agenciesandmedia.Thenewwayofplanning,steeringandmeasuringmarketingmaystillappearcomplexandthreateningbutpromisingatoncetomostdecisionmakers.Thiscollaborativecompendiumcombinesprovenexperienceandbestpracticein22articleswrittenby45renownedexpertsfromallaroundtheglobe.AmongthemDr.FlorianHeinemann/Project-A,PeterWürtenberger/Axel-Springer,DeirdreMcGlashan/MediaCom,Dr.MarcGrether/Xaxis,MichaelLamb/MediaMath,CarolinOwen/IPG,StefanBardega/Zenith,ArunKumar/Cadreon,Dr.RalfStrauss/Marketingverband,JonathanBecher/SAPandmanymoregreatminds.