Programmatic Advertising

Edited by Oliver Busch ()

in Management for Professionals from Springer

Date: 2016
ISBN: 978-3-319-25023-6
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Chapters in this book:

The Programmatic Advertising Principle

Oliver Busch

Borderless Media Management

Rosa Markarian, Aee-Ni Park and Mark Grether

Programmatic Disruption for Premium Publishers

Holm Münstermann and Peter Würtenberger

Perspectives of Programmatic Advertising

Jürgen Seitz and Steffen Zorn

Consumer-Centric Programmatic Advertising

Oliver Gertz and Deirdre McGlashan

Understanding Demand-Side-Platforms

Arno Schäfer and Oliver Weiss

Granularity Creates Added Value for Every Objective

Arndt Groth and Viktor Zawadzki

Enhanced Success with Programmatic Social Advertising

Patrick Dawson and Michael Lamb

Programmatic Brand Advertising

Stephan Noller and Fabien Magalon

The Creative Challenge

Sven Weisbrich and Caroline Owens

Unleashing the Power of Greater Creatives for Brands

Chip Meyers and Christian Muche

Cross-Channel Real-Time Response Analysis

Burkhardt Funk and Nadia Abou Nabout

The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World

Niko Marcel Waesche, Tilman Rotberg and Florian Renz

How to Be a Successful Publisher in the Programmatic World

Frank Bachér and Jay Stevens

The CMOs Challenge

Ralf E. Strauss and Jonathan Becher

Integrated Campaign Planning in a Programmatic World

Andy Stevens, Andreas Rau and Matthew McIntyre

Evolution of Digital Campaign Design and Management

Nils Hachen and Stefan Bardega

Realtime Data Accelerates Online Marketing

Kolja Brosche and Arun Kumar

Redefining Retargeting

Grégory Gazagne and Alexander Gösswein

Driving Performance with Programmatic CRM

Florian Heinemann

Pricing for Publisher: Scaling Value, Not Volume

Marco Klimkeit and Paul Benson

Managing to Quality Attention and Outcome Through Programmatic Technology

Ted McConnell and Lothar Hoecker

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DOI: 10.1007/978-3-319-25023-6

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