Advertiser Channel Provider (Network) Selection

Diego Adolfo Carrasco Gubernatis

Chapter Chapter 28 in The Digital Marketer's Playbook, 2024, pp 327-331 from Springer

Abstract: Abstract In this chapter, I will explore how to align your marketing goals with the right digital advertising channels (also called networks). The choice of the channel is not just about where you can place your ads, but about understanding the characteristics of each platform and how these features can serve your specific campaign goals and manage associated risks. I’ll use current popular networks as examples, while equipping you with the knowledge to evaluate future platforms based on similar criteria.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:979-8-8688-0546-2_28

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DOI: 10.1007/979-8-8688-0546-2_28

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