书目

Programmatic Advertising

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.

作者简介

OliverBuschisaprofoundinsiderandnetworkerinthedigitalmediascene.Hededicatedhisprofessionallifetocross-channelmediamarketingeversincetheearlydaysofinternetmarketingbackinthelate90s.BeforejoiningFacebookin2013,heservedinseveralleadingpositionsinagencies,mediasalesandwithadvertisers.Further,hehasbeenengagedindifferentindustryinitiativesinandaroundtheinteractiveadvertisingbureauiab.Transformationandadoptionofdigitalinnovationinmarketingalsoformsacentralthemeinhisworkasaprofessionalwriter,speakerandmoderator.

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