Consumer-Centric Programmatic Advertising

Oliver Gertz () and Deirdre McGlashan ()
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Oliver Gertz: MediaCom
Deirdre McGlashan: MediaCom

A chapter in Programmatic Advertising, 2016, pp 55-73 from Springer

Abstract: Abstract Programmatic Advertising has evolved from simple Retargeting and Audience Buying into consumer centric marketing against the entire purchase funnel and the method of choice to execute all digital media buys for many marketers. This increased use and sophistication has led to discussions about the business models of Programmatic Advertising solution providers that range from packaged products to customised fully disclosed services. Each programmatic setup combines a DSP, First and Third Party Data, Media Inventory, Brand-Safety approaches, Adserver and last but not least experts that drive the whole system. Advertisers have more and more choice on configuring their own setup which moves the discussion away from “agency vs. in-house” to “what is the right combination of in-house and outsourced for our needs.”

Keywords: User Profile; Programmatic Product; Online Video; Media Inventory; Verification Tool (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-25023-6_5

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