Evolution of Digital Campaign Design and Management

Nils Hachen () and Stefan Bardega ()
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Nils Hachen: Zenithmedia GmbH
Stefan Bardega: ZenithOptimedia

A chapter in Programmatic Advertising, 2016, pp 211-220 from Springer

Abstract: Abstract Digital campaigns have always been a hare and tortoise game. Looking back, this common thread runs through the past 20 years of digital advertising. Who is in charge? Is it the creative agencies or the media agencies? Who has the best technology, and which technology should be implemented? Which hype will become a real trend? These discussions have been going on for 20 years and will continue well into the future.

Keywords: Target Group; Potential Customer; Advertising Medium; Advertising Effect; Advertising Material (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-25023-6_17

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DOI: 10.1007/978-3-319-25023-6_17

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