Ad Tech Programmatic Master The Online Media Tech And Programmatic Media Explained
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| Author | : Julian Delphiki |
| Publisher | : Julian Delphiki |
| Total Pages | : 90 |
| Release | : 2020-05-05 |
| Genre | : Business & Economics |
| ISBN | : |
A guide that covers all the technologies involved in the non-stopping online media ecosystem. From DMP (Data Management Platforms) to Ad Exchanges, the book describes the role of each advertising technology and their importance. Regardless that you are investing a small amount in online media or you are working a related department this guide will help you to open a little black box in advertising: the ad tech. Without overwhelming tech language, the Ad Tech & Programmatic book, explains plain and simple some concepts that are understandably-hard for a regular non-tech manager. The book will also provide an explanation on how the programmatic media channel works. Display advertising changed dramatically in the last years involving new tech, metrics and also more fraud in the environment. The guide covers all these issues directly and gives the whole picture in programmatic media and the role in the online marketing strategy. "Ad Tech & Programmatic: Mastering the Online Media Tech and Programmatic Media Explained" is a comprehensive guide that delves into the intricacies of the online advertising ecosystem and its evolution. In this insightful summary, we explore the key concepts and technologies behind ad tech, programmatic media, and online marketing platforms. The world of digital advertising has witnessed a paradigm shift in recent years, transitioning from traditional ad buying methods to programmatic advertising. To navigate this rapidly evolving landscape, it is essential to understand the fundamental principles and technologies that underpin online media tech and programmatic advertising. The book begins by demystifying ad tech, shedding light on the tools and systems that enable the delivery of targeted ads to specific audiences. It explores the role of ad exchanges, demand-side platforms (DSPs), supply-side platforms (SSPs), and data management platforms (DMPs) in facilitating the buying and selling of online advertising inventory. The core focus then shifts to programmatic media, which represents the automated buying and selling of digital advertising in real-time auctions. The book offers a comprehensive explanation of the programmatic ecosystem, discussing ad exchanges, real-time bidding (RTB), and the use of algorithms and artificial intelligence (AI) to optimize ad placements. Moreover, the book emphasizes the importance of data in programmatic advertising. It explains how audience data, such as demographics, browsing behavior, and contextual information, is leveraged to deliver highly targeted and personalized ads. The integration of data management platforms (DMPs) and customer relationship management (CRM) systems is explored as a means to enhance audience segmentation and campaign effectiveness. Furthermore, the book provides insights into online marketing platforms, which play a crucial role in the online advertising ecosystem. It examines the various platforms, including social media advertising, search engine marketing, display advertising, and video advertising. Each platform is dissected, highlighting its unique features, targeting options, and measurement metrics. Throughout the book, the reader gains a deep understanding of the evolution of online advertising and the emergence of programmatic media. The narrative emphasizes the importance of staying abreast of industry trends, technological advancements, and best practices to succeed in the digital marketing landscape. "Ad Tech & Programmatic: Mastering the Online Media Tech and Programmatic Media Explained" is an invaluable resource for marketers, advertisers, and anyone interested in comprehending the complexities of online advertising. It equips readers with the knowledge and insights needed to navigate the dynamic world of ad tech, programmatic media, and online marketing platforms, empowering them to make informed decisions and drive successful online advertising campaigns.
| Author | : Oliver Busch |
| Publisher | : Springer |
| Total Pages | : 280 |
| Release | : 2015-11-26 |
| Genre | : Business & Economics |
| ISBN | : 331925023X |
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
| Author | : Gregory Cristal |
| Publisher | : CreateSpace |
| Total Pages | : 598 |
| Release | : 2014-01 |
| Genre | : Business & Economics |
| ISBN | : 9781484867570 |
Understand the marketing revelation that commercialized the Internet. Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time. Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for. Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising. Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet's favorite new media channel. Topics covered includes: Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.
| Author | : Management Association, Information Resources |
| Publisher | : IGI Global |
| Total Pages | : 2012 |
| Release | : 2022-05-13 |
| Genre | : Computers |
| ISBN | : 1668462885 |
Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.
| Author | : Peng Liu |
| Publisher | : CRC Press |
| Total Pages | : 443 |
| Release | : 2020-05-12 |
| Genre | : Computers |
| ISBN | : 0429553250 |
This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features · Introduces computational advertising and Internet monetization · Covers data processing, utilization, and trading · Uses business logic as the driving force to explain online advertising products and technology advancement · Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems · Includes case studies and code snippets
| Author | : Lee, In |
| Publisher | : IGI Global |
| Total Pages | : 350 |
| Release | : 2018-05-25 |
| Genre | : Business & Economics |
| ISBN | : 1522556206 |
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Diverse Methods in Customer Relationship Marketing and Management is a critical scholarly resource that examines how marketing has shifted to a relationship-oriented model. Due to this, there is an increased need for customer relationship marketing and management to emerge as an invaluable approach to strengthening companies and the customer experience. Featuring coverage on a wide range of topics such as relational marketing technology acceptance model, and consumer buying behavior, this book is a vital resource for marketing professionals, managers, retailers, advertising executives, academicians, and researchers seeking current research on the challenges and opportunities in customer relationship marketing and management.
| Author | : City of London College of Economics |
| Publisher | : City of London College of Economics |
| Total Pages | : 2158 |
| Release | : |
| Genre | : Education |
| ISBN | : |
Overview In this course you will learn all you need to know to become a Digital Marketing Expert. As you surely know, Digital Marketing Specialists are in high demand and well paid. Content - Digital Marketing Strategy - Market Research - Crowdsourcing - Web Development and Design - Writing for the Web - Mobile Development - Email Marketing - Online Advertising - Affiliate Marketing - Search Engine Marketing - Search Engine Optimisation - PPC Advertising - And much more Duration 10 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
| Author | : Moez Ltifi |
| Publisher | : CRC Press |
| Total Pages | : 329 |
| Release | : 2024-07-12 |
| Genre | : Business & Economics |
| ISBN | : 1040031668 |
This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence. This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age. Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.
| Author | : Tim Hwang |
| Publisher | : FSG Originals |
| Total Pages | : 176 |
| Release | : 2020-10-13 |
| Genre | : Social Science |
| ISBN | : 0374721246 |
From FSGO x Logic: a revealing examination of digital advertising and the internet's precarious foundation In Subprime Attention Crisis, Tim Hwang investigates the way big tech financializes attention. In the process, he shows us how digital advertising—the beating heart of the internet—is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008. From the unreliability of advertising numbers and the unregulated automation of advertising bidding wars, to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself—much like subprime mortgages—is wildly misrepresented. And if online advertising goes belly-up, the internet—and its free services—will suddenly be accessible only to those who can afford it. Deeply researched, convincing, and alarming, Subprime Attention Crisis will change the way you look at the internet, and its precarious future. FSG Originals × Logic dissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds, and aspires to incite fresh conversations about technology focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today.
| Author | : Mark Tungate |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 316 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : 9780749448370 |
Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
