Borderless Media Management

Rosa Markarian (), Aee-Ni Park () and Mark Grether ()
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Rosa Markarian: Xaxis (A GroupM Company, Part of WPP)
Aee-Ni Park: Xaxis (A GroupM Company, Part of WPP)
Mark Grether: Xaxis (A GroupM Company, Part of WPP)

A chapter in Programmatic Advertising, 2016, pp 17-24 from Springer

Abstract: Abstract Media management traditionally takes place locally in individual markets. Revolutionising the digital online market with programmatic advertising platforms creates an entirely new approach to managing online campaigns without being tied to a specific location. This article provides insight into how inventory and data management are changing as a result of “borderless” media management.

Keywords: Online Shop; Global Agency; Campaign Management; Central Team; Advertising Space (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_2

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DOI: 10.1007/978-3-319-25023-6_2

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